Abstrak

Baca Juga : EFEKTIVITAS IKLAN KECAP BANGO DI TELEVISI DENGAN MENGGUNAKAN CONSUMER DECISION MODEL (CDM) DALAM MENARIK MINAT BELI KONSUMEN DI KOTA BEUREUNUEN (zakial afkar, 2014) ,

Baca Juga : PENGARUH ELEMEN EKUITAS MEREK (KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK DAN LOYALITAS MEREK)TERHADAP MINAT PEMBELIAN HP SMARTPHONE SAMSUNG DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SYIAH KUALA (Dedi Mofiar, 2017) ,

+ e dan z2 = ?y + ?z + e. berdasarkan analisis data statistik, indikator-indikator pada penelitian ini bersifat valid dan variabelnya bersifat reliabel. secara individual, variabel yang memiliki pengaruh paling besar adalah variabel iklan, diikuti oleh variabel bintang iklan dan variabel kesadaran merek. kata kunci : iklan, bintang iklan, kesadaran merek, proses pembelian abstract this purpose of this research is to analyze the impact of the advertising and endorser towards brand awareness and their effects towards buying process on bango soy sauce in banda aceh, where independents variables of this research is advertising (x1), endorser (x2), and brand awareness (y) become intervening variable that give impact towards buying process (z) as a dependent variable. the population of this research is bango soy sauce customer. sample that used in this research are 112 respondents. technique sampling method that used in this research is purposive sampling. while its survey method used questionnaires. then analyzed method that used path analysis. this analysis includes validity test, reliability test, and classical assumption test, equation regression. hypothesis test that used includes f test, t-test, and determination coefficients analysis (r²). according to this research results, regression formula: y1 = ?x1 + ?x2 + e , z1 = ?x1y + ?x2y + yz + e , y2 = ?x1z + ?x2z + zy + e and z2 = ?y + ?z + e. according to statistic data analysis, indicators in this research showed that all data were valid and reliable. as an individual, variable that have the biggest impact is advertising. and followed by its independent variable, endorsers and brand awareness. keywords : advertising , endorser , brand awareness , buying

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