Analysis of Online Advertising Content on Purchase Decision in Marketplace

Husin, Husin and Dewanto, Wahyu and Destarianto, Prawidya and Murti, Ghanesya (2019) Analysis of Online Advertising Content on Purchase Decision in Marketplace. Institute of Electrical and Electronics Engineers (IEEE), pp. 59-64. ISBN 978-1-7281-3437-6

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Abstract

The development of internet nowadays is happening quickly, including the lifestyle of consumers to supply their daily needs. Internet as an advertising medium is to ease dissemination of information, help wider market, and empower access for sconsumers. The aim of this study is to examine and analyze the effect of online advertising assessment on attitudes toward online advertising. the feeling of online advertising on attitudes toward online advertising, attitudes toward online advertising on attitudes toward the brands, and attitudes toward brands to purchase intentions. The method of this research is using a quantitive approach, with a type of causal research. The data used in this research is primary data. The analysis technique that was used is Partial Least Square (PLS). The result showed that Judgment of Online Advertisements has no significant positive effect on attitudes towards online advertising (T-Statistic 0.814 and Sig 0.416). Feeling of Online Advertising has a significant positive effect on attitudes towards online advertising (T-Statistic 3.369 with Sig 0.000). Attitudes towards Online Advertising has a significant positive effect on attitudes towards brand (T-Statistic 3.369 with Sig. 0.001). While, Attitudes towards brand has a significant positive effect on the Intention of Purchase with T-Statistic value 47.024 and Sig. 0.000.

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