The Influence of Advertising and Brand Attitude on Purchasing Interest Mediated By Brand Awareness (Case Study on Citra Bath Soap in Yogyakarta City)

M Sigit
2018 KnE Social Sciences  
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
more » ... ttitude 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.
doi:10.18502/kss.v3i10.3382 fatcat:gtjp75prr5emzazp6nxsem76mi