THE EFFECT OF ADVERTISING ON CONSUMER DECISION MAKING THROUGH BRAND AWARENESS

Abstract

Transportation takes a crucial part to support human being activity. Transportation is needed to help the people to do the various activities. By the time goes by, the mobility of people gets higher and intense. People with high mobility need safety, clean and convenient transportation modes. Nowadays, people have many choices of transportation they can use, either land, water, or air transports. Research objectives are to know the effect of advertising on consumer decision making, the effect of advertising on brand awareness, and the effect of brand awareness on consumer decision making. Theories supporting research are advertising, consumer decision making, and brand awareness. The population is consumers of daihatsu and sample is 100 respondents. The conclusion of this research are: advertising has a significant effect to the brand awareness, advertising has significant effect to the consumer decision making, and brand awareness has significant effect to the consumer decision making, and the relation of advertising on consumer decision making through brand awareness shown the indirect effect less than direct effect, it means the intervening variable make the relation of advertising and consumer decision making weaker.

Keywords: advertising, consumer decision making, brand awareness