PERAN BRAND AWARENESS DALAM MEMEDIASI HUBUNGAN IKLAN DAN PERSONAL SELLING DENGAN NIAT BELI
ABSTRACT: The number of
foreign insurance companies who compete in the growth of life insurance market
in Indonesia increased continually making AJB Bumiputera 1912 lose the
competition in terms of purchase intention and brand awareness. The aim of this
research was to determine the role of brand awareness in mediating the
relationship between advertising and personal selling with purchase intention.
This research conducted in Denpasar using 110 respondents through purposive
sampling method. Questionnaires are used to measure 22 indicators and analyzed
by using SEM analysis technique and Sobel test. The study found that by
increasing advertising and personal selling will directly increase brand
awareness and purchase intention. AJB Bumiputera 1912 should ensure that people
have enough brand awareness to increase consumer purchase intention. It can be
done by ensuring that advertising or personal selling activities has been run
well and in accordance with what is expected by prospective customers.
KEYWORDS: advertising;
personal selling; brand awareness; purchase intention
Penulis: Kadek Teddy Surya
Prabawa, Tjok Gde Raka Sukawati, Putu Yudi Setiawan
Kode Jurnal: jpmanajemendd170056
