analisis pengaruh advertising spend dan attitudes toward advertisements terhadap brand awareness serta implikasinya terhadap perceived quality suatu studi pada iklan zilingo di youtube

The growth of internet and smartphone users has been increasing drastically in the last decade. The large number of internet and smartphone users have opened up a huge opportunity for e-commerce market. According to Ecommerceiq, Indonesia is one of the world’s fastest growing e-commerce market. That is way many e-commerce brands are emerging this day. However, these new e-commerce brands must compete with those who have been dominating Indonesia’s market share over years. One way to start the competition is by building brand awareness and offering product quality through mobile advertising strategy to reach their potential target market. But in fact, so many startups has failed to gain brand awareness and perceived quality so they can’t survive in this competition. Therefore, this research mainly discusses about factors which affect brand awareness and perceived quality, including advertising spend and attitudes toward advertisement on Zilingo’s advertisement on Youtube. The study uses descriptive research design, which use non-probability sampling applying judgemental sampling techniques. The data collected by spreading the questionnaires with total sample of 145 respondents, 16-35 years old men and women who have watched Zilingo’s advertisements via Youtube and have a good understanding of its ads. The hypotheses are tested with structural equation modelling. The study showed that advertising spend has a positive relationship with brand awareness. Attitudes toward advetisement is positively associated with perceived quality and brand awareness. However, advertising spend negatively affects perceived quality. While brand awareness is positively associated with perceived quality. The most important thing in advertising is the quality of advertising, is it catchy or not