Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)

The Influence of Advertising Value on Advertising Attitude and its Impact on Purchase Intention

Authors
Ganjar Mohamad Disastra, Fanni Husnul Hanifa, Astri Wulandari, Widya Sastika
Corresponding Author
Ganjar Mohamad Disastra
Available Online March 2019.
DOI
https://doi.org/10.2991/sores-18.2019.98How to use a DOI?
Keywords
mobile advertising; advertising value; advertising attitude; purchase intention
Abstract
This research seeks to investigate consumer perceptions of mobile advertising value that appears on their mobile devices, how their attitude towards these advertisements, and how consumers purchase intention in the advertised product. Furthermore, this study also tries to uncover the influence of advertising value on consumer attitudes and their impact on purchase intention. The research method used in this study is a quantitative method by applying the Structural Equation Modeling (SEM) technique to the primary data, which is obtained through questionnaires. The sampling method used was purposive sampling with a total of 200 respondents. The findings of this research showed that respondent's perception of mobile advertising value is differ based on its dimensions, the entertainment level of mobile advertising value is "low", the informativeness level are "moderate", while the irritation level is "high". In the other hand, respondent’s attitude on mobile advertising are “moderate”, while respondent’s purchase intention on mobile advertising products are surprisingly “low”. This research also found that the variables Irritation and Informativeness has significance influence on advertising attitude, while entertainment has no significance influence on advertising value.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Volume Title
Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2019
ISBN
978-94-6252-693-8
ISSN
2352-5398
DOI
https://doi.org/10.2991/sores-18.2019.98How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ganjar Mohamad Disastra
AU  - Fanni Husnul Hanifa
AU  - Astri Wulandari
AU  - Widya Sastika
PY  - 2019/03
DA  - 2019/03
TI  - The Influence of Advertising Value on Advertising Attitude and its Impact on Purchase Intention
BT  - Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)
PB  - Atlantis Press
SP  - 426
EP  - 432
SN  - 2352-5398
UR  - https://doi.org/10.2991/sores-18.2019.98
DO  - https://doi.org/10.2991/sores-18.2019.98
ID  - Disastra2019/03
ER  -