WORD OF MOUTH AND ADVERTISING ON PURCHASE INTENTION WITH BRAND AWARENESS AS MEDIATING VARIABLE AT RESTAURANTS IN NUSA DUA

Sri Wardani, - and Putu Utama, - and Irene Hanna Sihombing, - WORD OF MOUTH AND ADVERTISING ON PURCHASE INTENTION WITH BRAND AWARENESS AS MEDIATING VARIABLE AT RESTAURANTS IN NUSA DUA. CV. Publikasi Indonesia, Journal of Research of Social Science, Economics, and Management.

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Abstract

Abstrak. Five-star hotel restaurants in the Nusa Dua area managed by international chains did not achieved their restaurant sales targets set by the company. Restaurants are not being advertised in various media. TripAdvisor rankings, bubble ratings, and reviews are low. Research is conducted on the effect of word-of-mouth communication and advertising on purchase intention with brand awareness as a mediating variable. This type of research is explanatory research with non- probability purposive sampling technique with data collection techniques through questionnaires. SEM PLS analysis was used to analyze the data that received through questionnaire with 170 respondents. This study found that brand awareness has a positive and significant effect on purchase intention. Word of mouth and advertising have no significant effect on purchase intention. Word of Mouth and advertising have a positive and significant effect on brand awareness. Brand awareness significantly mediates Word of Mouth and advertising on purchase intention.

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