Abstract
The purpose of this study is to examine the role of brand awareness in mediating advertising relationships with consumers' buying intentions. This research was conducted in Denpasar City. The number of samples taken as many as 105 respondents, with the method of non-probability sampling, especially purposive sampling. Data collection was done through survey method using questionnaire instrument. Data analysis technique used is Path Analysis. Based on the analysis results found that the ads have a positive and significant impact on brand awareness (brand awareness). The study also found that each of the ad variables and brand awareness has a positive and significant impact on consumers' buying intentions. In addition brand awareness (brand awareness) also positively and significantly mediate ad relationship with consumer purchase intention. This indicates that the more interesting the Oppo smartphone ads and the higher brand awareness in the minds of consumers will increase consumer intention to buy on Oppo smartphones.
 Keywords: advertising, brand awareness purchase intention.
Highlights
The purpose of this study is to examine the role of brand awareness in mediating advertising relationships with consumers' buying intentions
Beberapa saran yang dapat disampaikan dalam penelitian ini adalah pihak Oppo Electronics Corp, Ltd. sebaiknya dalam mengiklankan produk membuat iklan yang lebih menarik dan lebih memperlihatkan sisi keunggulan produk untuk meningkatkan niat beli konsumen terhadap produk smartphone Oppo
Summary
The purpose of this study is to examine the role of brand awareness in mediating advertising relationships with consumers' buying intentions. Penelitian tersebut didukung oleh (Sukma dkk., 2015); (Herdana, 2015); (Charanah dan Njuguna, 2015) yang mengatakan bahwa efektivitas iklan berpengaruh secara positif dan signifikan dengan peningkatan kesadaran merek (brand awareness). Karunanity dan Sivesan (2013); Assagaf (2013) juga mengatakan bahwa kesadaran merek (brand awareness) dipengaruhi secara positif dan signifikan oleh promotion mix yang salah satunya yaitu iklan.
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