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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

The role of attitude mediates the effect of brand awareness and brand image on product purchase intention

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  • The role of attitude mediates the effect of brand awareness and brand image on product purchase intention

Anak Agung Inta Setya Dewi *, I Gusti Ayu Ketut Giantari, Ni Wayan Sri Suprapti and I Gusti Ngurah Jaya Agung Widagda K.

Department of Management, Faculty of Economics and Business, Universitas Udayana, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2024, 24(02), 1151-1161
Article DOI: 10.30574/wjarr.2024.24.2.3114
DOI url: https://doi.org/10.30574/wjarr.2024.24.2.3114
 
Received on 22 September 2024; revised on 02 November 2024; accepted on 04 November 2024
 
This study aims to analyze the role of attitude in mediating brand awareness and brand image on purchase intention. The population in this study were consumers who had never used the Carasun brand sunscreen in Denpasar City. The number of samples used in this study were 160 samples. The method used in sample selection is purposive sampling, which is a sampling technique with certain considerations. The analysis technique used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS). The results showed that brand awareness and brand image have a positive and significant effect on purchase intention, brand awareness and brand image have a positive and significant effect on attitude, attitude has a positive and significant effect on purchase intention, and attitude has a role in partially mediating brand awareness and brand image on purchase intention. The results of the study can be concluded that the higher the brand awareness and the creation of a positive brand image in the minds of consumers, the positive consumer attitudes will emerge which encourage making purchases. The higher the brand awareness and the creation of a positive brand image in the minds of consumers, the higher the consumer's purchase intention. The creation of a positive attitude from consumers will create purchase intentions. The higher the brand awareness and the creation of a positive brand image will create a positive attitude from consumers, so that in the end the consumer's purchase intention will increase.
 
Brand Awareness; BrandA Image; Attitude; Purchase Intention
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-3114.pdf

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Anak Agung Inta Setya Dewi, I Gusti Ayu Ketut Giantari, Ni Wayan Sri Suprapti and I Gusti Ngurah Jaya Agung Widagda K. The role of attitude mediates the effect of brand awareness and brand image on product purchase intention. World Journal of Advanced Research and Reviews, 2024, 24(2), 1151-1161. Article DOI: https://doi.org/10.30574/wjarr.2024.24.2.3114

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