The Effect of Out-of-Home Promotion Media on Brand Awareness Impact on Kopi Tubruk Gadjah's Purchase Intention

Abstract

The factors influencing consumer behavior after seeing advertisements displayed in out-of-home promotion media impact consumer purchasing decisions. This study examines how the characteristics of out-of-home promotion media on brand awareness impact consumer buying intentions for Kopi Tubruk Gadjah products in the city of Bandung. Using purposive sampling, samples were taken from 249 respondents in the city and district of Bandung. Analyzed using Structural Equation Modeling (SEM) and tested empirically using Partial Least Square (PLS). By focusing on the factors of outdoor media promotion and consumer brand awareness, this research will encourage marketers and Kopi Tubruk Gadjah companies to gain consumer interest in making purchases in the future. It was found that the factors of outdoor media promotion (informativeness, credibility, entertainment, and irritation) affect consumer brand awareness. Consumer purchase intention is influenced by consumer brand awareness.