Paket Lengkap Tugas Merk Awareness Dalam Memediasi Korelasi 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 merk awareness. The aim of this research was to determine the role of merk 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 merk awareness and purchase intention. AJB Bumiputera 1912 should ensure that people have enough merk 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; merk awareness; purchase intention
Penulis: Kadek Teddy Surya Prabawa, Tjok Gde Raka Sukawati, Putu Yudi Setiawan
Kode Jurnal: jpmanajemendd170056
