The Influence of Advertising and Brand Attitude on Purchasing Interest Mediated By Brand Awareness (Case Study on Citra Bath Soap in Yogyakarta City)
Abstract
Companies need to understand consumer behavior to attract interest in marketing activities. Therefore, it takes the advertising and brand aspect of a product that will form a consumer attitude statement. This aspect is illustrated in this research model by establishing attitudes about advertising and brand as independent variables, brand awareness as mediator variable and buying interest as dependent variable. The purpose of this research is to know: (1) direct influence of attitude about advertisement toward buying of Citra brand bath soap in Yogyakarta city; (2) indirect influence of attitude about advertisement to buying Citra brand bath soap in Yogyakarta mediated by brand awareness; (3) direct influence of brand attitudes on the buying interest of Citra brand bath soap in Yogyakarta City; (4) indirect influence of brand attitudes on the buying interest of Citra brand bath soap in Yogyakarta city that is mediated by brand awareness. This research is a survey research. The results showed that (1) there is a direct influence of attitudes about advertising on the purchase of Citra brand bath soap in Yogyakarta City. (2) There is an indirect effect of the attitude about advertising on the buying interest of Citra brand bath soap in Yogyakarta city that is mediated by brand awareness. (3) There is a direct influence of the brand attitude toward the purchase of Citra brand bath soap in Yogyakarta City. (4) There is an indirect influence of brand attitudes on buying of Citra brand bath soap in Yogyakarta city by brand awareness.
Keywords: advertising, brand attitudes, brand awareness
References
[1] Aaker, D. A. (1997). Brand Equity Management. Jakarta: Main Partner Publisher.
[2] Rizky, A. and Pantawis, S. (2011). The effect of brand image and attitudes on brand equity. Social Economic Dynamics, vol. 7, no. 2, pp. 34–42.
[3] Arikunto, S. (2006). Research Procedure of a Practice Approach. Jakarta: Rineka Cipta.
[4] Assael, H. (2001). Consumer Behavior and Marketing Action. Boston: Kent Publishing.
[5] Chang, H. C., Dimlich, D. N., Yokokura, T., et al. (2008). Effect of brand equity on consumer buying decision process at Bank Muamalat Indonesia branch Bandung. Journal of Business Administration, vol. 6, no. 1, pp. 43–58.
[6] Chaudhuri, A. (1999). The effects of brand attitudes and brand loyalty on brand performance. European Advances in Consumer Research, vol. 4, no. 2, pp. 276–292.
[7] Daugherty, T., Logan, K., Chu & Huang. (2007). Understanding consumer perceptions of advertising: A theoretical framework of attitude and confidence. Journal of Advertising Research, vol. 18, no. 6, pp. 137–160.
[8] Desiarista. (2011). Analysis of the influence of advertising, brand trust, and brand image of consumer buying interest. Article Diponegoro University.
[9] Engel, B. and Miniard. (1994). Consumer Behavior (eighth edition). Forth Worth, Texas: The Dryden Press.
[10] Febriana, C. N., Srikandi, K., and Kholid, M. (2015). The influence of television advertising on brand awareness and its impact on purchasing decision (Survey on Brawijaya University Student Users of TRESemmé Products). Journal of Business Administration (JAB), vol. 25, no. 1, pp. 1–15.
[11] Ferdinand, A. (2002). Structural Equation Modeling in Management Research. Semarang: UNDIP.
[12] Ghozali, I. (2012). Application of Multivariate Analysis with SPSS Program. Semarang: UNDIP.
[13] Ishida, C. and Taylor, S. A. (2012). An alternative measure of relative brand attitudes. Department of Marketing, Illinois State University, Normal, Illinois, USA, vol. 21, no. 5, pp. 317–327.
[14] Kartika, A. S. and Kusuma, A. A. (2016). The role of ad effectiveness in mediating Ad TArik power to brand attitude on aqua brand advertisement (Study on Aqua Consumers) in Denpasar City. E-Journal of Management Unud, vol. 5, no. 1, pp. 176– 206.