PERAN BRAND AWARENESS MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI ES TEH INDONESIA - Bija, Anak Agung Bagus Dimas Bhaskara; Sukawati, Tjokorda Gde Raka (E-Jurnal Manajemen; Vol 12 No 9 (2023)DO - 10.24843/EJMUNUD.2023.v12.i09.p02, 2023)
Pengaruh media sosial yang masif di antara mayoritas pengguna internet di Indonesia yang merupakan kaum milenial serta generasi Z menjadikan pertumbuhan bisnis minuman kekinian semakin melesat. Teh menjadi minuman yang dapat dikonsumsi oleh seluruh kalangan masyarakat di Indonesia, baik kalangan bawah, menengah, maupun atas. Penelitian ini bertujuan untuk menguji dan menjelaskan peran brand awareness dalam memediasi pengaruh electronic word of mouth terhadap niat beli konsumen Es Teh Indonesia di Kota Denpasar. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel yang diambil sebanyak 100 responden dengan metode penentuan sampelnya adalah purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur, uji sobel dan uji VAF. Hasil penelitian menunjukan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap niat beli, electronic word of mouth berpengaruh positif dan signifikan terhadap brand awareness, brand awareness berpengaruh positif dan signfikan terhadap niat beli, dan brand awareness secara positif dan signifikan mampu memediasi pengaruh electronic word of mouth terhadap niat beli. Penelitian ini diharapkan memberikan kontribusi empiris pada ilmu manajemen khususnya perilaku konsumen serta bermanfaat bagi Perusahaan Es Teh Indonesia dalam menyusun srategi pemasaran produk yang berhubungan dengan brand awareness, electronic word of mouth, dan niat beli perusahaan.   The massive influence of social media among the majority of internet users in Indonesia, who are millennials and generation Z, has made the growth of the current beverage business accelerate. Tea is a drink that can be consumed by all levels of society in Indonesia, both the lower, middle and upper classes. This study aims to examine and explain the role of brand awareness in mediating the effect of electronic word of mouth on consumer purchase intentions of Indonesian iced tea in Denpasar City. This research was conducted in Denpasar City with a total sample taken of 100 respondents with the method of determining the sample is purposive sampling. The data analysis technique used is path analysis, Sobel test and VAF test. The results showed that electronic word of mouth had a positive and significant effect on purchase intention, electronic word of mouth had a positive and significant effect on brand awareness, brand awareness had a positive and significant effect on purchase intention, and brand awareness was positively and significantly able to mediate the effect of electronic word of mouth on purchase intention. This research is expected to provide an empirical contribution to management science, especially consumer behavior and be useful for the Es Teh Indonesia Company in developing product marketing strategies related to brand awareness, electronic word of mouth, and company purchase intentions.