JRSSEM 2021, Vol. 01, No. 4, 421 – 438
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i4.9 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
WORD OF MOUTH AND ADVERTISING ON PURCHASE
INTENTION WITH BRAND AWARENESS AS MEDIATING
VARIABLE AT RESTAURANTS IN NUSA DUA
Sri Wardani
1*
Putu Utama
2
Irene H Sihombing
3
1,2,3
Master of Tourism, Bali Tourism Polytechnic, Indonesia
e-mail: [email protected]
*Correspondence: [email protected]
Submitted: 13 September 2020, Revised: 7 November 2021, Accepted: 14 November 2021
Abstract. Five-star hotel restaurants in the Nusa Dua area managed by international chains did
not achieved their restaurant sales targets set by the company. Restaurants are not being
advertised in various media. TripAdvisor rankings, bubble ratings, and reviews are low. Research is
conducted on the effect of word-of-mouth communication and advertising on purchase intention
with brand awareness as a mediating variable. This type of research is explanatory research with
non-probability purposive sampling technique with data collection techniques through
questionnaires. SEM PLS analysis was used to analyze the data that received through questionnaire
with 170 respondents. This study found that brand awareness has a positive and significant effect
on purchase intention. Word of mouth and advertising have no significant effect on purchase
intention. Word of Mouth and advertising have a positive and significant effect on brand
awareness. Brand awareness significantly mediates Word of Mouth and advertising on purchase
intention.
Keywords: brand awareness; word of mouth; advertising; purchase intention.
Sri Wardani, Putu Utama, Irene H Sihombing | 422
INTRODUCTION
Bali as a barometer of tourism in
Indonesia has 52, 927star hotel rooms with
a total of 78,801 beds. The number of
foreign tourist visits to Bali increases every
year as shown in the table below.
Tabel 1. The Number of Foreign Tourist
Visits to Bali Year 2015 – 2019
No
Mo
nth
Number of Foreign
Tourist Visit to Bali
2015
2016
2017
2018
2019
1
Janu
ary
301,
748
350,
592
460,
824
358,
065
455,
570
2
Febr
uary
338,
991
375,
744
453,
985
452,
423
437,
456
3
Mar
ch
305,
272
364,
113
425,
499
492,
678
449,
569
4
April
313,
763
380,
767
477,
464
516,
777
477,
069
5
May
295,
973
394,
557
489,
376
528,
512
486,
602
6
June
359,
702
405,
835
504,
141
544,
550
549,
516
7
July
382,
683
484,
231
592,
046
624,
366
604,
323
8
Aug
ust
303,
621
438,
135
601,
884
573,
766
606,
412
9
Sept
emb
er
389,
060
445,
716
550,
520
555,
903
590,
398
1
0
Octo
ber
369,
447
432,
215
465,
085
517,
889
567,
967
1
1
Nov
emb
er
270,
935
413,
232
361,
006
406,
725
497,
925
1
2
Dec
emb
er
370,
640
442,
800
315,
909
498,
819
552,
403
Total
4,00
4,92
5,69
6,07
6,27
1,83
5
7,93
7
7,73
9
0,47
3
5,21
0
Source: Bali Central Bureau of Statistics,
2020
The number of foreign tourist arrivals
to Bali reached 6 million in 2018. This is an
increase of 6.5 percent compared to 2017.
Tourist arrivals reached 6.2 million in 2019
but the increase from 2018 was relatively
smaller, only 3.3 percent compared to the
increase in 2017 to 2018 which is 6.5
percent. The percentage increase in tourist
visits which was less compared to 2018
caused hotels in all locations in Bali such as
Kuta, Tuban, Legian, Seminyak, Jimbaran,
Nusa Dua, Tanjung Benoa and Ubud to
maintain room occupancy rates. According
to Howarth HTL, which is a consulting
company in the hospitality sector in Asia
Pacific, the Nusa Dua area has an average
room occupancy rate for five-star hotels is
72% with an average room price per night
between 1.4 million rupiah to 2.8 million
rupiah (Ko, 2019). Hotels in Kuta/Tuban,
Legian, Seminyak lowered room rates by
around 4% from room rates in the previous
year to maintain room occupancy rates,
however the Nusa Dua/Tanjung Benoa area
was able to increase room rates by an
average of about 6% while maintaining
room occupancy rates. The room
occupancy rate is one of the key
performance indicators that need to be
considered by the hotel management
because the hotel occupancy rate can
represent the hotel's financial performance
and can be directly interpreted in revenue.
The hotel occupancy rate indicator is
calculated based on the number of people
staying/night and evaluates the utilization
of the hotel's physical capacity. Hotels in
423 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
the Nusa Dua area do not only sell rooms
but also sell food and drinks in restaurants
as well as other facilities such as spas,
watersports, boutique or arcade rentals,
kids club activities and transportation.
Restaurants are an important source of
hotel income, especially restaurants found
in luxury hotel destinations abound. These
restaurants are located in hotels or stand-
alone restaurants. This study took a
restaurant inside the hotel because it was
found that there was a gap between guests
who stayed in choosing a stand-alone
restaurant compared to a restaurant inside
the hotel. Based on interviews conducted
with some practitioners of the hotel
including sales director, director of
revenue, the analyst revenue, and the head
chef (Executive sous chef) at the hotel five
star hotels in the area of Nusa Dua as
Sofitel, Grand Hyatt, Ritz Carlton , Hilton
and Conrad found several similarities,
namely that staying guests prefer
restaurants outside the hotel for them to
dine with their partner or family such as the
Bumbu Bali restaurant in Tanjung Benoa
which offers Balinese cuisine tailored to the
tastes of domestic and foreign guests.
Domestic restaurants in Seminyak such as
Metis, Sarong, Mamasan which are
independent restaurants and also
therestaurant for Sunday brunch St. Regis.
Restaurants in the Nusa Dua area also
have the same difficulty in achieving the
food and beverage sales targets set by the
company.
The following table shows the 1.2
percentage difference between revenue
and targets for each restaurant in 2015 –
2019 in the Nusa Dua area.
Sri Wardani, Putu Utama, Irene H Sihombing | 424
Tabel 2. percentage difference between revenue and targets in each restaurants year 2015 –
2019
Hotel
Name
Hotel
No of
Restaurant’s
Name
Percentage difference between
revenue and targets
Chain
Rooms
2015
2016
2017
2018
2019
Conrad
Hilton
368
SUKU
8%
-1%
-12%
-13%
-30%
Eight Degrees
South
-
10%
5%
1%
-2%
-33%
Rin
18%
0%
6%
20%
-35%
Grand
Hyatt
Hyatt
636
Garden Café
-
20%
-13%
-17%
-18%
-20%
Salsa Verde
-
30%
-30%
-25%
-30%
-35%
Pasar Senggol
0%
0%
0%
0%
0%
Nampu
0%
0%
0%
0%
0%
Hilton
Hilton
420
Grain
Rebranding
from Nikko to
Hilton
-15%
-20%
-15%
Paon Bali
-20%
-20%
-13%
The Shore
-13%
-13%
-11%
Ritz
Carlton
Marrio
t
313
Senses
-
16%
-13%
0%
0%
0%
Bejana
-
35%
-35%
0%
0%
0%
The Beach Grill
-
10%
-10%
0%
0%
0%
Sofitel
Accor
415
Kwee Zeen
0%
0%
0%
0%
0%
Cucina
0%
0%
0%
0%
0%
Source: Finance Hotel, 2019.
425 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
Prices and products offered by
specialty restaurants in five-star hotels in
the Nusa Dua area which have the same
location on the beach (beach front
restaurant) have almost the same menu
and prices. They offer salad, soup, pizza,
fish dish, chicken dish, beef dish and
judging by the prices offered on the menu,
these restaurants have an average price for
salad IDR 120,000, Soup IDR 135,000, Pizza
IDR 160,000, Fish Dish IDR 230,000, Chicken
dish IDR 210,000 and beef dish IDR
350,000. Not all restaurants owned by five-
star hotels in the Nusa Dua area are
published and advertised in restaurant,
magazines travel, lifestyle and leisure.
These restaurants are rarely heard on local
and national radio and are almost never
advertised on billboards either at the
airport, along the roads in Bali and in
Jakarta. These restaurants also never
appear on local and national television, and
rarely offer their products through
partnerships with well-known companies.
The lack of marketing carried out by the
hotel causes guests not to know and
remember these restaurants. In this case,
advertising is very important because
advertising can create brand awareness
and attract consumer interest. Restaurants
that are not published and advertised in
print and electronic media cause guests to
be unable to recognize and remember the
restaurants in these five five-star hotels in
the Nusa Dua area.
The restaurants in the five five-star
hotels that are not published and
advertised in print and electronic media as
described above, also have low reviews and
are ranked in the top 10 on
Tripadvisor.com. Tripadvisor.com is the
largest site that provides consumer reviews
in both text and photos on tourism
destinations as well as hotels and
restaurants around the world.
TripAdvisor.com has collected a lot of travel
information. currently TripAdvisor.com
includes 450,000 hotels, more than 560,000
restaurants and 90,000 attractions
worldwide. Social media is changing the
way entrepreneurs interact with customers.
With the development of social media,
customers get more information through
electronic Word of Mouth (eWOM).
Customers can imagine the service they will
get at the restaurant they want to visit
through Tripadvisor. Customers can also
find out which menus are popular in the
restaurant and the recommended types of
food to try and recommended not to try.
Ranking on Tripadvisor is determined
by the quality, quantity and consistency of
customer reviews of a restaurant. When a
restaurant has good reviews, the
restaurant's ranking on Tripadvisor goes up.
A #ranked 1 restaurant means that it has
consistently excellent reviews
(Phocuswright, 2015). Bubble ratings are
used to provide a quality ranking of the
customer experience. Restaurants that have
a bubble rating of 5.0 will have a higher
ranking than those with a bubble rating
low. Number of reviews (reviews) is also an
important indicator for the restaurant.
Restaurants need to have a review (reviews)
that much to give significant statistics and
provide convincing comparison with other
restaurants. When a restaurant has many
reviews (reviews) will provide more insight
into the potential that can be expected to
Sri Wardani, Putu Utama, Irene H Sihombing | 426
experience consumer (Phocuswright, 2015).
Online reviews are a form of eWOM
(electronic Word of Mouth) that customers
use to share information about products
and services and the information from
online reviews has an important effect on
customers' purchasing decisions (Coulter &
Roggeveen, 2012).
Ranking, bubble ratings and reviews
(reviews) for restaurant restaurant owned
by a five-star hotel in Nusa Dua is still very
low. These restaurants only have an
average review (review) of 200 reviews
which is certainly very low as shown in table
1.3 below:
Tabel 3. Tripadvisor Ranking, Tripadvisor
Score and Reviews at Five Stars
Restaurants in Nusa Dua
Hotel
Name
H
ot
el
Restau
rant’s
Name
Ch
ai
n
Tri
pA
dvi
sor
#
TripAd
visor
Bubble
ratings
Re
vie
ws
Conra
d
Hil
to
n
SUKU
#2
3
4.0
23
4
Eight
Degree
s South
#2
2
4.0
30
0
Rin
#2
0
4.5
20
9
Grand
Hyatt
Hy
att
Garden
Café
#6
1
4.0
13
5
Salsa
Verde
#7
1
4.0
26
6
Pasar
Senggo
l
#7
3
4.5
15
6
Hotel
Name
H
ot
el
Restau
rant’s
Name
Ch
ai
n
Tri
pA
dvi
sor
#
TripAd
visor
Bubble
ratings
Re
vie
ws
Nampu
#4
9
4.5
18
6
Hilton
Hil
to
n
Grain
#1
24
4.5
20
Paon
Bali
Not listed
The
Shore
#4
0
4.5
16
6
Ritz
Carlto
n
M
arr
iot
Senses
#9
5
4.5
31
Bejana
#3
8
4.5
18
1
The
Beach
Grill
#5
7
4.5
15
8
Sofitel
Ac
co
r
Kwee
Zeen
#1
9
4.5
11
88
Cucina
#5
4.5
16
93
Source: Tripadvisor, February 2020
Table 1.3 above shows only Kwee Zeen
Restaurant and Cucina restaurant owned by
the hotel Sofitel is Accor hotel chain has a
review of over 1,000 reviews and ranks
number 19 on Kwee Zeen and ranking
number # 5 to Cucina Restaurant. Other
restaurant which is owned by Conrad,
Hilton, Grand Hyatt and Ritz-Carlton has
reviews slightly with an average of 200
reviews. The Tripadvisor score for
427 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
restaurants owned by five-star hotels in
Nusa Dua is quite good with an average
score above 4, but with the lack of reviews
on Tripadvisor and Tripadvisor ranking of
the average restaurants in the top 10
causes not many consumers to know and
remember the restaurants above even
though these restaurants are owned by
five-star hotels from international hotel
chains in the world.
There are few Tripadvisor reviews
owned by five-star restaurants in the Nusa
Dua area and not many of these restaurants
are included in the criteria for receiving the
Best Restaurant Awards held by food
magazines such as Foodies magazine and
the Indonesian Hotel and Restaurant
Association (PHRI). The best restaurant
award was given to independent restaurant
Metis located in Seminyak and the
restaurant Independent Local foreign Ubud
and only a few restaurants owned by five-
star hotels in the Nusa Dua area received
the best restaurant award. This also causes
the restaurants in five-star hotels in the
Nusa Dua area to be unknown and
remembered by customers.
Customers prefer to buy products and
take advantage of products and services
from brands they know. Furthermore, they
tend to recommend to others if they are
satisfied with the brand's product or service
offering (Sasmita & Suki, 2015). Empirical
research on the above, the phenomena is
found, and the data that has been
submitted needs to be further investigated
through research on the influence of brand
awareness to purchase intention, the effect
of communication gethok mouth (Word of
Mouth) and advertising on the on the
intention to buy, the effect of
communication word of mouth and
advertising on brand awareness and the
role of brand awareness as a mediating
variable on the effect of word of mouth and
advertising on purchase intention at a five-
star hotel restaurant in Nusa Dua. The
results of this study are expected to be able
to overcome the problems above and can
be implemented in five-star hotel
restaurants in the Nusa Dua area.
METHODS
Research was conducted at Conrad Bali
Hotel and Hilton Bali Resort. These two
hotels were chosen as research objects
because these two hotels have the same
characteristics in terms of size and the
average number of rooms is 300 rooms.
These two hotels also have more than one
restaurant that can be categorized as
informal dining restaurants and specialty
restaurants and both hotels are
international hotel chains. Conrad Bali has
public facilities such as a restaurant and
spa. Conrad Bali has three main restaurants
namely: SUKU, Eight Degrees South and
Rin.
Conrad Bali also has Food and
Beverage outlets such as East Lobby
lounge, Azure Bar and in room dining.
Hilton Bali Resort has 3 main
restaurants namely: Grain Restaurant, Paon
Bali Restaurant, The Shore Restaurant. In
addition to having the main restaurants
Grain, Paon Bali and The Shore, Hilton Bali
Resort also has Food and Beverage outlets
such as Deli located near the lobby which
provides snacks, bread, cakes and
chocolates, Lobby Lounge and In Room
Dining.
Sri Wardani, Putu Utama, Irene H Sihombing | 428
Five-star hotel restaurants in the Nusa
Dua area owned by international networks
such as Conrad Bali, Hilton Bali, Grand
Hyatt, Ritz Carlton and Sofitel have in
common, namely not achieving the
restaurant sales targets set by the
company, restaurants not being
remembered and known by consumers,
restaurants not being advertised in various
media and has Tripadvisor ranking, bubble
ratings and reviews is low.
Research Model
Picture 1. 2: Research Model
Research Hypothesis
H1. There is a positive and significant
influence between brand awareness and
purchase intention of consumers in
restaurants in five-star hotels in Nusa
Dua.
H2. There is a positive and significant
influence between gethok tular
communication (word of mouth) on the
purchase intention of consumers in
restaurants in five-star hotels in Nusa
Dua.
H3 There is a positive and significant effect
between advertising on consumer
purchase intentions in restaurants in
five-star hotels in Nusa Dua.
H4. There is a positive and significant
influence between communication word
of mouth on consumer brand awareness
in restaurants in five-star hotels in Nusa
Dua.
H5 There is a positive and significant effect
between advertising on brand
awareness among consumers in
restaurants in five-star hotels in Nusa
Dua.
H6 Brand awareness media test
communication word of mouth on
purchase intentions at restaurants in
five-star hotels in Nusa Dua.
H7 Brand awareness mediates advertising
on purchase intention at a five-star hotel
restaurant in Nusa Dua.
Population and Sample
The population in this study were
guests who stayed at Conrad Bali and
Hilton Bali in the last three years. Conrad
Bali and Hilton Bali have had 450,000
guests staying over the last three years. The
number of samples in this study was 170
samples. The sample research method in
this study is purposive sampling which is a
sampling methods carried out based on the
criteria determined by the researcher. The
criteria for guests who will be sampled in
this study are guests who have stayed at
are$not$
remember
ed$and$
known$by$
consumer.
4)$
Restauran
ts$are$not$
advertize
d$in$
various$
media.
5)$
Tripadviso
r*ranking,*
bubble*
ratings
and$
reviews*
are low.
Theory
1.$WOM
2.$
Advertisin
g.
3.$Brand$
Awarenes
s
4.$
Purchase$
Intention
Variabel
X1.$WOM
X2.$
Advertisin
g
Y1.$Brand$
Awarenes
s
Y2.$
Purchase$
Intention
429 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
the Conrad Bali Hotel and the Hilton Bali
Hotel. The guests who were sent a
questionnaire via google form are guests
who have stayed at the Conrad Bali Hotel
and the Hilton Bali Hotel. If you have stayed
at the Conrad Bali Hotel and the Hilton Bali
Hotel and are willing to provide other
information needed by the researcher, the
guest will be used as a sample.
Calculation of the number of samples
using the SEM method (Structural Equation
Modeling). In the SEM method, the number
of samples required is at least five times the
number of indicator variables. The number
of indicators in this study is 26 indicators so
that a minimum of 26 x 5 = 130 samples is
needed. The sample of this study
amounted to 170 samples and refers to the
criteria proposed by (Hair Jr et al., 2021),
namely the technique Maximum Likelihood
Estimation (MLE). The number of good
samples according to MLE ranges from 100
- 200 samples.
Analyzing Data Techniques
Analysis used in this study is the analysis of
Structural Equation Modeling using
SmartPLS Software (Hair Jr et al., 2021).
RESULTS AND DISCUSSION
Description of Data
Characteristics of correspondents
Based on gender, from 170
respondents there were 50.6% male
respondents (86 persons) and 49.4%
female respondents (84 persons). The
difference between male and female
respondents is very small. Men and women
have the same level of purchase intention
in restaurants. Empirically, women are more
dependent on information received from
communication word of mouth than men.
Gethok tular communication (word of
mouth) is a tool that is more influential for
women than men in reducing the risks that
may arise in buying products and
increasing the desire to buy.
Based on age, the majority of
respondents came from the age group of
36 to 50 years as much as 37% (63 people),
followed by the age group of 17-25 years,
namely 30% (51 people), the age group 26-
35 years as much as 25% (43 people).
people) and the lowest age is 51-65 years
as much as 7.6% (13 people). Respondents
in the age group of 36 years to 50 years
have a higher purchase intention in
restaurants compared to the age group of
17-25 years and 26-35 years. The age
group of 36 years to 50 years is the most
productive age in carrying out activities
including purchase intentions.
The results of the research related to
the type of work of the respondents, it is
known that the type of work of the
respondents is mostly private employees,
namely 69.4% (118 people), followed by
students, namely 17.1% (29 people), then
not working 8% (14 people), civil servants
almost 3% (5 people) and the lowest is from
the merchant group 2.4% (4 people).
respondents with private jobs have a higher
purchase intention in restaurants
compared to students and civil servants.
Work affects buying behavior in restaurants
because the level of income is different for
each person. The amount of income that is
influenced by the type of work will have an
influence on the level of desire to buy and
dine in restaurants. Empirically, the higher
the income level based on the type of work,
Sri Wardani, Putu Utama, Irene H Sihombing | 430
the higher the consumptive pattern or
buying pattern at restaurants.
Based on the results of research on
respondents' education, it is known that the
most respondents' education is
D4/S1/equivalent as many as 72% (123
people), followed by SMA/equivalent 15%
(26 people), then the education group is
above S1/S2/S3/equivalent 11 % (19
people) and the lowest respondents were
from the education group below high
school, which was 1% (2 people).
Respondents with a D4/S1/equivalent
education have a higher purchase intention
in restaurants compared to respondents
with a high school education/equivalent
and above S1/S2/S3/equivalent. A person's
level of education affects their purchase
intention at a restaurant. Consumers with a
higher level of education are able to choose
products and services in restaurants that
suit their needs. Consumers will only buy
products with brands they are familiar with
because consumers tend to find it difficult
to try something new and prefer products
that they know and have tested for quality,
(Andriyanto & Haryanto, 2010)
Outer Model Test Results
Validity Test Results
Testing the validity of the data in this
study was measured using the values of
Convergent Validity, Average Variance
Extracted (AVE) and Discriminant Validity.
The Convergent Validity value or loading
factor must be greater than 0.7 and if the
value is loading factor below 0.7 then the
indicator can be deleted. The Average
Variance Extracted (AVE) value must be
greater than 0.5 and the value loading
factor above 0.7. The Average Variance
Extracted (AVE) value can also be used to
calculate the value Discriminant Validity. In
this study, it has followed the above criteria
and has been declared valid.
Reliability Test Results
The reliability test was carried out by
looking at the value composite reliability.
The results are Composite reliability said to
be reliable if they have a value above 0.7.
The reliability test was also strengthened by
Cronbach's Alpha with the recommended
value above 0.7. In this study, it has
followed the above criteria and has been
declared valid.
Evaluation Test Results Inner Model
Data has passed the test outer model
data processing; the research variables can
be continued at the structural model
testing stage. to be able to fulfill the
contribution of the independent variables
(X) to the dependent variables (Y). The
following structural model testing criteria
that must be met in this study is the value
of Goodness of Fit (GoF), the coefficient of
determination (R2) and F square.
Test Result Goodness of Fit (GoF)
Value GOF = 0.609. A GoF value of 0.1
is small, a GoF value of 0.25 is large and a
GoF value of more than 0.38 is large (Hair,
2017). The model that has a large GoF value
means that it is more suitable in describing
the research sample. Based on the results
of the Goodness of Fit (GoF) calculation
above, it can be concluded that the model
that can be used in this study has a large fit
of the research model (Hair, 2017).
The results of the coefficient of
431 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
determination test can be seen that: The
effect of gethok tular communication and
advertising on brand awareness has an
value R Square of 0.529, meaning that
52.9% of the variation in brand awareness
can be explained by variations in word-of-
mouth communication and advertising.
The remaining 40.8% by other variables.
The effect of advertising and brand
awareness on purchase intention has an
value R Square of 0.644, meaning that it is
64.4%. Variations in purchase intention can
be explained by variations in word-of-
mouth communication, advertising and
brand awareness. The remaining 35.6% is
explained by other variables.
The effect size f2 measures the impact
of certain predictor constructs on
endogenous constructs. This measure is
used to evaluate whether the predictor
construct if omitted will have a large impact
on the R values-Square of the endogenous
constructs. A guide in assessing the value
f2 for the construction of exogenous latent
endogenous constructs in predicting which
has little influence 0:02, 0:15 have a
moderating influence, and 0:35 has great
influence on the structural level, (Hair Jr et
al., 2021). The results of the effect test are
as follows:
Advertising variable has a moderate
impact on the value F. Square variable
brand awareness that is equal to 0.130
Variable Gethok Tular Communication
(word of mouth) has a small impact on the
value of F The square variable of brand
awareness is 0.094.
Advertising variable has little impact
on value F. Square variable purchase
intention that is equal to 0.023.
Variable Gethok Tular Communication
(word of mouth) has a moderate impact on
the value of F square. The purchase
intention variable is 0.019.
The Brand Awareness variable has a
large impact on the value F. Square of
Purchase Intention variable that is equal to
0.428.
Hypothesis Testing with Method
Bootstrapping
Significance testing was conducted to
determine the significance of direct and
indirect effects. The T-requirement
statistics must be greater than the T-value.
The T-value used is 1.96. The following is
Table 1.4 Hypothesis Testing:
Sri Wardani, Putu Utama, Irene H Sihombing | 432
Tabel 1.4 Hypothesis test
Hypotesis
Construct
Bootsrapping
T-
Statistics
P
Values
Conclusion
1
Brand awareness has a
positive and significant effect
on consumers' purchase
intentions in restaurants in
five-star hotels in Nusa Dua.
0.569
6.099
0.000
H1
Accepted
2
Word of Mouth has no
significant effect and shows a
positive relationship to
purchase intention at
restaurants in five-star hotels
in Nusa Dua.
0.143
1.504
0.133
H2 Not
Accepted
3
Advertising has no significant
effect and shows a positive
relationship to consumers'
purchase intentions at
restaurants in five-star hotels
in Nusa Dua.
0.160
1.644
0.101
H3 Not
Accepted
4
Word of mouth has a positive
and significant effect on
consumer brand awareness in
restaurants in five-star hotels
in Nusa Dua
0.352
3.429
0.001
H4
Accepted
5
Advertising has a positive and
significant effect on
consumer brand awareness in
restaurants in five-star hotels
in Nusa Dua.
0.415
4.043
0.000
H5
Accepted
6
Brand awareness is able to
mediate the effect of
communication word of
mouth on purchase intention.
0.200
2.895
0.004
H6
Accepted
7
Brand awareness is able to
0.236
3.361
0.001
H7
433 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
Hypotesis
Construct
Bootsrapping
T-
Statistics
P
Values
Conclusion
mediate the influence of
advertising to purchase
intention.
Accepted
Source: Data Olahan SmartPLS 3.3
Sri Wardani, Putu Utama, Irene H Sihombing | 434
Discussion
Based on the test results, it was found
that there was a positive and significant
effect between brand awareness and
purchase intention in five-star hotel
restaurants in Nusa Dua. These results are
in accordance with previous research by (Ku
et al., 2012) which states that brand
awareness is recognized as an important
concept in consumer behavior and plays a
major role in understanding consumer
decision making, considering that brand
name is the main cue in quality assessment.
(Lin et al., 2014) research also states that
brand awareness has a significant effect on
consumer choice. Research (Kotler &
Armstrong, 2012) and (Kawa et al., 2013)
found There are six stages proposed before
consumers decide to buy a product,
namely: awareness, knowledge, interest,
preference, persuasion and purchase.
Consumers will ask about product
information and services in hotels and
restaurants to people they trust. The more
information they get, the more they know
the restaurant brand, so the higher their
intention to buy and dine at the restaurant.
Based on the results of this study, it can be
concluded that the greater the consumer's
brand awareness, the higher the
consumer's purchase intention at five-star
restaurants in Nusa Dua.
Based on the test results, it was found
that there was no significant effect between
communication word of mouth on
purchase intentions at restaurants in Nusa
Dua. Insignificant means that it does not
have a significant effect. These results
contradict a previous study by (Jang &
Moutinho, 2019) which investigated the
effect of user content on consumers' pre-
purchase evaluations of hotel services.
Positive reviews play an important role in
consumers' evaluation of service quality
and value. Research (Lin et al., 2014) stated
that reviews online comprehensive and
objective increase customer purchase
intentions in retail businesses. The results
of this study contradict the findings of
(Jang & Moutinho, 2019), (Lin et al., 2014),
Ghori and Kazi (2016) (Ansari et al., 2019)
and (Pramesti & Rahanatha, 2019). In
addition, (Rajan et al., 2000) study found
that communication word of mouth does
not substantively and negatively affect
purchase intentions. Gethok tular
communication (word of mouth) reduces
purchase intention and inhibits the
behavior of other brands. Communication
gethok mouth (word of mouth) and social
ties such as family and friends tend to
exacerbate the negative effects of
communication gethok mouth (word of
mouth) to purchase intention. Empirically,
gethok tular communication messages
(word of mouth) that are achieved passively
and not actively sought do not affect
purchase intentions (Wang & Wu, n.d.).
The above explanation confirms that
gethok communication mouth (word of
mouth) are not always able to increase
purchase intention as that found in studies
in the restaurant EDS/the Shore this. the
explanation above confirm that
communication gethok mouth (word of
mouth) are not always able to increase
purchase intention as that found in studies
restaurants EDS/The Shore.
Based on the test results, it was found
that there was no significant effect between
advertising on purchase intentions at
435 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
restaurants in five-star hotels in Nusa Dua.
These results contradicted previous
research by (Bakić et al., 2014) which stated
that Advertising has the aim of informing
and educating about a product and
creating positive trends tif and intensive to
buy. Although the results of this study
contradict the results of (Bakić et al., 2014)
research, they are in line with (SONY, 2017)
research which found that advertising has
no significant effect on purchase intention.
In addition, (Alalwan, 2018) research found
six advertising factors (expected
performance, hedonic motivation, habits,
interactivity, informativeness, and
perceived relevance) that influence
purchase intentions. Of these six factors,
there are five factors (expected
performance, hedonic motivation,
interactivity, informativeness and perceived
relevance) that affect purchase intention,
but not in the habit factor. The explanation
above confirms that advertising is not
always able to increase purchase intention
as found in this study at EDS/The Shore
restaurants.
Based on the test results, it was found
that there was a positive and significant
influence between communication word of
mouth on brand awareness in five-star
hotel restaurants in the Nusa Dua area.
These results are in accordance with
previous research by (Rubio et al., 2015)
that consumers have brand awareness of
products through marketing methods such
as by telephone, advertising online and
social media. An empirical study conducted
by (Virvilaite et al., 2015) states that
communication word of mouth has a
significant effect on brand awareness. The
more often consumers hear about EDS/The
Shore restaurant products and services in
broad communication such as family,
friends and friends, it is undeniable that
consumers will remember and recognize
restaurant products and services at Eight
Degrees South and The Shore. The
conclusion is that communication word of
mouth can help increase brand awareness
in the minds of consumers.
Based on the test results, it was found
that there was a significant effect between
advertising on purchase intentions in five-
star hotel restaurants in the Nusa Dua area.
These results are in accordance with
previous research by (Rubio et al., 2015)
which states that consumers have brand
awareness of products through marketing
methods such as by telephone, online
advertising and social media. An empirical
study conducted by (SAYDAN & DÜLEK,
2019) found a positive correlation between
social media advertising awareness and
brand awareness. The conclusion is that
advertising can help increase brand
awareness in the minds of consumers in
five-star hotel restaurants in Nusa Dua.
Based on the test results regarding the
indirect effect communication of word of
mouth and purchase intention mediated by
brand awareness, it shows that brand
awareness has a significant effect and is
proven to be able to media communication
word of mouth and purchase intention. The
results of the hypothesis test in table 4.17
above show that the role of brand
awareness is able to fully mediate (fully
mediated) communication word of mouth
on purchase intentions. Previous research
empirically shows that communication
word of mouth indirectly affects purchase
intention through brand awareness,
Sri Wardani, Putu Utama, Irene H Sihombing | 436
(Jalilvand & Samiei, 2012). The more
information they hear from family and
friends, the more they will become
acquainted with the restaurant brands EDS
and The Shore. The more consumers are
familiar with the EDS/the Shore restaurant
brand, the higher the consumer's intention
to buy and dine at the restaurant.
Based on the test results regarding the
indirect effect of advertising on purchase
intention mediated by brand awareness, it
shows that brand awareness has a
significant effect and is proven to be able
to mediate advertising on purchase
intention. The results of the hypothesis test
in table 4.17 above show that the role of
brand awareness is able to fully mediate
(fully mediated) advertising to purchase
intention. In this study, advertising has no
significant effect on purchase intention, but
with the mediation of brand awareness,
advertising is able to influence purchase
intention. The research of (Sunaryo &
Sudiro, 2018) indirectly states that brand
awareness is able to mediate the influence
of advertising and purchase intention. A
similar study was conducted by (Gunawan
& Dharmayanti, 2014) which indirectly
stated that brand awareness was able to
mediate advertisements with the
attractiveness of supporters or endorsers
on purchase intentions. Based on the
results of the study, it can be concluded
that to increase the purchase intention of
Eight Degrees South and The Shore
restaurants, these two restaurants must be
able to display attractive advertisements so
that consumers know, remember and have
high brand awareness. The more
consumers know the restaurant brand
EDS/The Shore, the higher the consumer's
intention to buy and dine at the restaurant.
CONCLUSIONS
Based on the analysis and discussion of
the data in Chapter IV, it can be concluded
several related matters as follows brand
awareness has a positive and significant
effect on consumers' purchase intentions in
restaurants in five-star hotels in Nusa Dua.
Thus, high consumer brand awareness of
products and services at restaurants in five-
star hotels in Nusa Dua can increase
consumers' purchase intentions. Gethok
tular communication (word of mouth) has
no significant effect and shows a positive
relationship to purchase intention at
restaurants in five-star hotels in Nusa Dua.
This means that word of mouth
communication has not been able to
increase consumer buying intentions.
Advertising has no significant effect and
shows a positive relationship to consumers'
purchase intentions at restaurants in five-
star hotels in Nusa Dua. This means that
advertising has not been able to increase
consumer purchase intentions. Gethok tular
communication (word of mouth) has a
positive and significant effect on consumer
brand awareness in restaurants in five-star
hotels in Nusa Dua. This means
communication word of mouth that high
can increase consumer brand awareness.
Advertising has a positive and significant
effect on consumer brand awareness in
restaurants in five-star hotels in Nusa Dua.
This means that high advertising can
increase consumer brand awareness. Brand
awareness is able to mediate the effect of
communication word of mouth on
purchase intention. High gethok tular
437 | The Effect of Wom and Advertising an Purchase Intention With Brand Awareness as
Mediating Variable at Five Star Restaurants in Nusa Dua
communication causes consumers to
decide to buy and dine at five-star hotel
restaurants in Nusa Dua. Brand awareness
is able to mediate the influence of
advertising to purchase intention. High
advertising causes consumers to decide to
buy and dine at five-star hotel restaurants
in Nusa Dua.
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