PENGARUH DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI

ABSTRAK Penelitian ini menjelaskan pengaruh daya tarik iklan terhadap brand awareness, pengaruh daya tarik iklan serta brand awareness kepada brand attitude, kemudian peran brand awareness dalam memediasi pengaruh daya tarik iklan kepada brand attitude. Penelitian ini dilakukan di Kota Denpasar yang melibatkan 110 orang responden. Teknik analisis yang digunakan adalah path. Hasil penelitian menunjukkan daya tarik iklan mempengaruhi positif dan signifikan pada brand awareness, daya tarik iklan dan brand awareness mempengaruhi positif dan signifikan pada brand attitude, selain itu brand awareness juga secara signifikan memediasi hubungan daya tarik iklan pada brand attitude. PT. Wings Food disarankan untuk berinovasi dan mengembangkan strategi. Kata Kunci: daya tarik iklan, brand awareness, brand attitude ABSTRACT This study explains the influence of the attractiveness of advertising on brand awareness, the influence of attractiveness of advertising and brand awareness to brand attitude, then the role of brand awareness in mediating the influence of the attractiveness of advertising to brand attitude. This research was conducted in Denpasar City involving 110 respondents. The analysis technique used is the path. The results showed that the attractiveness of advertising affected positively and significantly on brand awareness, the attractiveness of advertising and brand awareness influenced positively and significantly on brand attitude, besides that brand awareness also significantly mediated the relationship of the attractiveness of advertising on brand attitude. PT. Wings Food is recommended to innovate and develop strategies. Keywords: advertisement attractiveness, brand awareness, brand attitude