The Role of Brand Awareness in Mediating the Effect of Message Appeals in Media Advertising on Purchase Intention

Faizul Muadzin(1*), Sari Lenggogeni(2)

(1) Fakultas Ekonomi, Magister Manajemen, Universitas Andalas
(2) Fakultas Ekonomi, Magister Manajemen, Universitas Andalas
(*) Corresponding Author

Abstract

Abstract: Competition in telecommunications industry makes industry players look for various ways to get awareness from consumers, one of which is by approaching them through advertising or advertising with the message appeals method that is attracti ve to consumers. The purpose of this study is to determine the message appeald in influencing the purchase intention of XL Axiata prepaid data card users in West Sumatra. The calculation of the number on samples using the Slovin formula with a total sample size of 400 and the sampling of districts / cities from the total sample using cluster random sampling. The collected data were analyzed using the Structural Equation Model (SEM) for all variables. The findings indicate that there is no significant rational appeals effect on purchase intention. Emotional has a significant effect on purchase intention. Rational has a significant effect on brand awareness. Emotional has a significant effect on brand awareness. Brand awareness has a significant effect on purchase intention

Keywords

Rational Appeals, Emotional Appeals, Purchase Intention, Brand Awareness

Full Text:

PDF

References

Chakraborty, U. (2019). The Impact Of Source Credible Online Reviews On Purchase Intention The Mediating Roles Of Brand Equity Dimensions. Journal Of Research In Interactive, Vol. 13 No. 2.

Khan, G. (2016). Linkages Of Retailer Awareness, Retailer Association, Retailer Perceived Quality And Retailer Loyalty With Purchase Intention: A Study Of Indian Food Retail Brands. Journal Of Retailing And Consumer Services , 284–292.

Sadeghi, M. (2015). Investigating The Effect Of Rational And Emotional Advertising Appeals Of Hamrahe Aval Mobile Operator On Attitude Towards Advertising And Brand Attitude (Case Study: Student Users Of Mobile In The Area Of Tehran). International Journal Of Asian Social Science,, 233-244.

Gunawan, Fitri Anggraini. (2014). Analisis Pengaruh Iklan Televisi dan Endorser terhadap Purchase Intention Pond’s Men dengan Brand Awareness sebagai Variabel Intervening. Jurnal Manajeen Pemasaran Petra. Vol.2, No.1, 1-14

Thubelihle Ndlela and Tinashe Chuchu , 2016) Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour

Roby Irzal Maulana. (2018). Pengaruh Awareness, Daya Tarik Iklan Terhadap Brand Attitude Indomie Kota Tangsel.

De Pelsmacker, Patrick., Geuens, Maggie., and Van Den Bergh, Joeri. (2013). Marketing Communications: A European Perspective. 5th ed. Edinburgh: Pearson

Dewi, D. A. (2018). Peran Brand Awareness Dalam Memediasi Pengaruh Daya Tarik Iklan Terhadap Niat Beli . E-Jurnal Manajemen Unud, Vol. 7, No.8 4599-4627.

Fajriani, H. (2018). Pengaruh Daya Tarik Iklan Rasional Dan Daya Tarik Iklan Emosional Terhadap Keputusan Pembelian Online Pada Konsumen Wanita Muslim Yang Membeli Produk Sunsilk Hijab Di Kota Malang) . Jurnal Administrasi Bisnis (Jab), Vol. 61 No. 3.

Grigaliunaite, V. (2016). Emotional Or Rational? The Determination Of The Influence Of Advertising Appeal On Advertising Effectiveness . Scientific Annals Of Economics And Business, 63 (3), 2016, 391-414.

Fitri Anggraini Gunawan dan Dharmayanti. (2014). Analisis pengaruh iklan Telivisi dan endoser terhadap Purchase intention Pond’s men dengan Brand Awareness sebagai variable intervening

Indarwati, Tias Andarini. (2017). Studi Perbedaan Niat Beli Green Electricity Product berdasarkan gender. Jurnal Bidang Ilmu ekonomi. Vol. 12 No. 1, Hal. 36-49

Ji Kyung Park, D. R. (2012). Apitalizing On Brand Personalities In Advertising: The Influence Of Implicit Self-Theories On Ad Appeal Effectiveness. Journal Of Consumer Psychology 22 , 424 – 432.

Jovanović, P. (2016). Impact Of Advertising Appeals On Purchase Intention. Management.

Junia, M. (2015.). Kajian Hubungan Antara Iklan Di Media Sosial Dengan Minat Beli Konsumen. Prosiding Manajemen Komunikasi, Issn : 2460-6537.

Kalele, Billiclinton. S G Oroh. dan J Sumarauw. (2015). Pengaruh Word of Mouth, Daya Tarik Iklan, Persepsi Harga dan Kualitas Produk terhadap Minat Beli Motor Suzuki Satria FU pada PT. Sinar Galesong Mandiri. Jurnal EMBA, Vol. 3, No.3, h. 451 – 462

Keshari, P., and Jain, S. (2014). Consumer Response to Advertising Appeals: A Gender Based Study. Journal of Marketing Communications. 9(3), 37-43.

Ki-Hoon Lee, D. S. (2010). Consumers’ Responses To Csr Activities: The Linkage Between Increased Awareness And Purchase Intention. Public Relations Review , 193-195.

Knight, H. Z. (2014). Be Rational Or Be Emotional. European Journal Of Marketing, Vol. 48 Iss 11/12 Pp. -.

L. G. Schiffman and L. L. Kanuk, Consumer Behavior. New Jersey: Person Education International Press, 2007.

Lin, L.-Y. (2011). The Impact Of Advertising Appeals And Advertising Spokespersons On Advertising Attitudes And Purchase Intentions . African Journal Of Business Management V, Pp. 8446-8457,.

Lindh, C. (2017). Rationality Versus Emotionality Among Online Shoppers: The Mediating Role Of Experts As Enhancing Influencer Effect On Purchasing Intent. Journal Of Customer Behaviour, Vol. 16, No. 4, Pp. 333-351.

Maranatha, N. J. (2016). Pengaruh Iklan, Kepercayaan Merek Terhadap Niat Beli Melalui Sikap Sebagai Variabel Intervening . Jurnal Ilmu Manajemen V, Volume 4 Nomor 2.

Marhadi., Sulistyowati, L., dan Nursanti, A. (2014). Analisis Pengaruh Kreativitas Iklan, Daya Tarik Iklan dan Kredibilitas Endorser terhadap Brand Attitude pada Produk Handphone Android di Kota Pekanbaru. Jurnal Ekonomi, 22(1), hal.1-19.

Mehmood, H. (2016). Impact Of Humor In Advertising On Consumer Purchase Ntention: A Study On Ufone Network From Telecommunication Sector In Pakistan. International Review Of Management And Busines Research, Vol. 5 Issue.3.

Nursafitri, F. (T.Thn.). Analisis Pengaruh Daya Tarik Iklan Rasional Dan Emosional Terhadap Sikap Iklan Konsumen Pada Produk High Involvement. 646-653.

Pappas, I. O. (2017). Sense And Sensibility In Personalized E-Commerce: How Emotions Rebalance The Purchase Intentions Of Persuaded Balance The Purchase Intentions Of Persuaded. Research Article, 972–986.

Eliasari, Putu Rati Arta. (2017). Pengaruh Brand Awareness terhadap Purchase Intention Dimediasi oleh Perceived Quality dan Brand Loyalty. E-Jurnal Manajemen Unud, Vol.6, No. 12

P. Baines, C. Fill, and K. Page, Essentials of Marketing. New York, NY: Oxford University Press, 2013.

Rishi Raj Sharma, B. K. (2018). Modeling The Elements And Effects Of Global Viral Advertising Content: A Cross-Cultural Framework.

Rizwan, M. (2013). The Role Of Advertising Appeals, Role Of Celebrity & Expert In .V Advertising Attitude . Iosr Journal Of Business And Management (Iosr-Jbm) , E-Issn: 2278-487x, P-Issn:2319-7668, Pp 52-57.

S. H. H. Kazmi and K. S. Betra, Advertising and Sales Promotion: Excel Books India, 2009.

Sari, Asti Yuza dan Lenggogeni, Sari (2018). Investigasi City Branding Kota Padang Melalui Brand Attitude (Studi Kasus: Stakeholder). Economac.

Schiffman, Leon G dan Kanuk, Leslie Lazar.(2010). Consumer Behavior, Tenth edition. Prentice Hall

Sharif, M. A. (2016). Electronic Word Of Mouth : Investigating The Influence Of Electronic Message Source Credibility, Message Appeal And Brand Equity On Consumer Purchase Intention. City University Research Journal, Volume 06 Number 01 January 2016 Pp 151-165.

Susilo, I. (2015). Analisa Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Awareness Pada Produk Dove Personal Care Di Surabaya. Jurnal Manajemen Pemasaran, 23-34.

Wang, J. (2017). The Impact Of Different Emotional Appeals On The Purchase Intention For Green Products: The Moderating Effects Of Green Involvement And Confucian Cultures. Sustainable Cities And Society, 32-42.

Wang, S. (2017). Reconciling Unsatisfying Tourism Experiences: Message Type Effectiveness And The Role Of Counterfactual Thinking. Tourism Management , 233-243.

Yudha, I. P. (2018). Pengaruh Atmosfer Toko Dan Daya Tarik Promosi Penjualan Terhadap Kepuasan Pelanggan Dan Niat Beli Ulang (Di Matahari Mall Bali Galeria Kuta) . E-Jurnal Ekonomi Dan Bisnis Universitas Udayana 7, 1803-1834.

Article Metrics

Abstract view(s): 247 time(s)
PDF: 222 time(s)

Refbacks

  • There are currently no refbacks.