PERAN BRAND AWARENESS MEMEDIASI PENGARUH ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The purpose of this study was to examine the role of brand awareness in mediating the influence of advertising on purchasing decisions in the Tokopedia application in Denpasar City. The variables examined in this study were advertising variables, brand awareness and purchasing decisions. This research was conducted in Denpasar City and the population in this study were people who had already made transactions at Tokopedia in Denpasar City. The sample in this study consisted of 120 respondents. This study uses the method of determining the technique sample selected purposive sampling. Data were analyzed using path analysis techniques. The results showed that advertising variables have a positive and significant effect on brand awareness, advertising variables have a positive and significant effect on purchasing decisions, brand awareness variables have a positive and significant effect on purchasing decisions, and brand awareness variables significantly mediate advertising influence on purchasing decisions. Keywords: advertising, brand awareness, purchasing decisions