ABSTRACT: This study aims to determine the effect of advertising attractiveness and merk awareness on buying intentions, as well as the role of merk awareness in mediating the effect of advertising attractiveness on purchasing intentions, a study conducted on Vivo merk smartphone products in Denpasar City. This research was conducted in Denpasar City by using sample size amounted to 100 people, through purposive sampling method. Data collection was done by distributing questionnaires measured by 12 indicators and using Likert scale. The analytical technique used in this study is path analysis and accompanied by a sobel test. The results of this study showed that the attractiveness of advertising has a positive and significant impact on merk awareness. The attractiveness of advertising has a positive and significant impact on purchasing intentions, merk awareness has a positive and significant impact on purchasing intentions. This study also proves that merk awareness is able to mediate the relationship between the effects of advertising attractiveness on buying intentions.
Keywords: Ad Attractiveness, Brand Awareness, Purchase Interest
Penulis: Dewa Ayu Diah Paramita Dewi, I Made Jatra
Kode Jurnal: jpmanajemendd180174
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