The role of attitude mediates the effect of brand awareness and brand image on product purchase intention

Abstract

This study aims to analyze the role of attitude in mediating brand awareness and brand image on purchase intention. The population in this study were consumers who had never used the Carasun brand sunscreen in Denpasar City. The number of samples used in this study were 160 samples. The method used in sample selection is purposive sampling, which is a sampling technique with certain considerations. The analysis technique used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS). The results showed that brand awareness and brand image have a positive and significant effect on purchase intention, brand awareness and brand image have a positive and significant effect on attitude, attitude has a positive and significant effect on purchase intention, and attitude has a role in partially mediating brand awareness and brand image on purchase intention. The results of the study can be concluded that the higher the brand awareness and the creation of a positive brand image in the minds of consumers, the positive consumer attitudes will emerge which encourage making purchases. The higher the brand awareness and the creation of a positive brand image in the minds of consumers, the higher the consumer's purchase intention. The creation of a positive attitude from consumers will create purchase intentions. The higher the brand awareness and the creation of a positive brand image will create a positive attitude from consumers, so that in the end the consumer's purchase intention will increase.