The TV Advertisement Effect to the Purchase Intention of Indomie Through Brand Awareness (Study on the TV Advertisement of Indomie in Surabaya)

Abstract

Business competition not only demands a firm to be more innovative and efficient, but also affects to the delivery if information to the consumer.  Indomie spends 981,5 billion rupiahs to advertise the product in television ads since 2017. This research aims to determine the description of television advertisement, brand awareness, and purchase intention. In addition, to identify how much the effect of TV advertisement to the brand awareness, TV advertisement to the purchase intention, the brand awareness to the purchase intention, and TV advertisement to the purchase intention through brand awareness. According to the type of research, this research is categorized into descriptive and causal-explanatory research with quantitative approaches. The population of research is taken from the audiences whoever have seen the TV advertisement of Indomie and also consumed the product of Indomie. The population sample is around 389 respondents by applying the technique of convenience sampling.The research data is collected by having questionnaire instrument. The questionnaire is shared in Kecamatan Sukolilo, Surabaya. The analysis technique exerted in this research is descriptive statistic and path analysis. From the research findings, it shows that the TV advertisement, brand awareness, and purchase intention are in the high category. The TV advertisement affects positively and significantly to build brand awareness, the TV advertisement affects positively and significantly to the purchase intention, and the brand awareness affects positively and significantly to the purchase intention.This research concludes that the indirect effect of TV advertisement towards the purchase intention through the brand awareness is higher than the direct effect of TV advertisement towards the purchase intention of Indomie product in Surabaya. According to the research, the researcher recommends the firm of Indomie could evaluate the advertisement shown in TV to seize the audience attention, be more attractive, and have tendency to purchase the product of Indomie. Moreover, the firm should upgrade the slogan of Indomie to be easily remembered for the consumer. As for the next researchers, they should add the variable of online advertisement which affects to the purchase intention of consumer in wider area coverage of research..

Keywords: Advertising, TV Advertisement, Brand Awareness, Purchase Intention