Pengaruh Iklan Terhadap Brand Awareness dan Minat Beli di T-Space Café Bandung
DOI:
https://doi.org/10.32659/tsj.v10i1.396Kata Kunci:
Advertising, Brand Awareness, Purchase Intention, T-Space Café BandungAbstrak
This research was conducted at T-Space Café Bandung to evaluate "The Influence of Advertising on Brand Awareness and Purchase Intention at T-Space Café Bandung" using a descriptive and verificative quantitative analysis method with a simple linear regression approach. The independent variable in this study is Advertising, while the dependent variables are Brand Awareness and Purchase Intention, with a total sample size of 100 respondents. The validation and reliability results of the questionnaire showed that all questionnaire statements were reliable and valid. Descriptively, Advertising was rated as "Good," as were Brand Awareness and Purchase Intention. The verificative analysis results indicated that Advertising has a positive and significant influence on Brand Awareness, contributing 48.80% based on the coefficient of determination (R²), while the remaining 51.20% is influenced by other variables outside the scope of this research. Similarly, Advertising also has a positive and significant influence on Purchase Intention, with an R² contribution of 56.80%, while the remaining 43.20% is affected by other variables not examined in this study
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