M.A. Thesis:

nvestigating the effect of brand awareness on consumers purchase Intention with the role of mediation word of mouth advertising

In today's growing world, it is undeniable that consumers are considered the most important and valuable asset of the company. Therefore, the purpose of this study was to investigate the effect of brand awareness on consumers' purchase intention with the mediating role of word of mouth advertising. The method of this research is applied and descriptive. Descriptive data from Coca-Cola consumers on Instagram using a questionnaire that confirmed its validity and reliability were confirmed, based on Cochran's formula, the sample size was 384 and Non-random sampling available, collected. Content and construct validity were used for validity of the questionnaire and Cronbach's alpha for reliability of the questionnaire. Finally, the data were analyzed using LISREL software and structural equation modeling. The findings of this study show that brand awareness and word of mouth advertising have a positive and significant effect on consumers' purchase intention. Also, brand awareness has a significant positive effect on word of mouth advertising, and finally, the impact of brand awareness on consumer intention to buy with the mediating role of word of mouth advertising was confirmed.

Keywords: Keywords: Brand awareness, word of mouth advertising, consumers' purchase intention, Coca-Cola