Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
The Effect Of Advertising Appeal On Attitude Toward Advertisement And Purchase Intention Case Study Oppo Smartphone
Skripsi, 024 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 10:12:55
Oleh : Rialdy Trike - 165264030 (rialdytrike@gmail.com)
Dibuat : 2021-02-16, dengan 4 file
Keyword : advertising appeal, attitude toward ads, purchase intention
This research was conducted to measure the effect of advertising appeal which consist of emotional and rational appeal on attitude toward advertisement and purchase intention. Data collected from 300 respondents through an online questionnaire distributed to people who watched OPPO advertisement on TV. The data are processed by SmartPLS 3 using two steps inner and outer model analysis. The result reveals that emotional appeal has significant effect on audience attitude toward advertisement, but rational appeal does not significant on attitude toward ads. However, rational appeal has more impact on purchase intention than emotional appeal. Audience attitude toward OPPO ads on TV are good, they sought the ads was interesting and it leads to increasing their purchase intention, it make the audience are considering to purchase the product. The implication is, company should maintain the emotional appeal of the advertising and improve the rational appeal performance information must be shown clearly on the advertisement. Audience tends to like the emotional appeal of the ads, and it make audience attitude toward advertising is good, but to when audience saw rational appeal of the ads, it will boost their purchase intention. So, it is really important to maintain both factors of advertising appeal. Keywords: advertising appeal, attitude toward ads, purchase intention.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 10:12:55
Oleh : Rialdy Trike - 165264030 (rialdytrike@gmail.com)
Dibuat : 2021-02-16, dengan 4 file
Keyword : advertising appeal, attitude toward ads, purchase intention
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Deskripsi Alternatif :This research was conducted to measure the effect of advertising appeal which consist of emotional and rational appeal on attitude toward advertisement and purchase intention. Data collected from 300 respondents through an online questionnaire distributed to people who watched OPPO advertisement on TV. The data are processed by SmartPLS 3 using two steps inner and outer model analysis. The result reveals that emotional appeal has significant effect on audience attitude toward advertisement, but rational appeal does not significant on attitude toward ads. However, rational appeal has more impact on purchase intention than emotional appeal. Audience attitude toward OPPO ads on TV are good, they sought the ads was interesting and it leads to increasing their purchase intention, it make the audience are considering to purchase the product. The implication is, company should maintain the emotional appeal of the advertising and improve the rational appeal performance information must be shown clearly on the advertisement. Audience tends to like the emotional appeal of the ads, and it make audience attitude toward advertising is good, but to when audience saw rational appeal of the ads, it will boost their purchase intention. So, it is really important to maintain both factors of advertising appeal. Keywords: advertising appeal, attitude toward ads, purchase intention.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor : Drs. Tjetjep Djatnika, MBA.
Co-Supervisor: Dr. Lusianus Kusdibyo, MBA., Editor: Erlin Arvelina
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File : DIRECTORY - 165264030.pdf
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File : CHAPTER 1 - 165264030.pdf
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File : CHAPTER 2 - 165264030.pdf
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File : CHAPTER 5 - 165264030.pdf
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