The Influence of Advertising Value on Advertising Attitude and its Impact on 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.

The role of viral marketing strategies in predicting purchasing intention of eco-labelled products

“…The findings are consistent with Ducoffe's (1996) and Waters et al (2011), which proved that there is a significant negative relationship between irritation and the attitude of customers. Disastra et al (2019) stated that the nature of irritation can differ depending on the advertising channel. Consequently, managers need to ensure that messages that are sent to customers are free from irritation.…”

Antecedents of mobile advertising value: a precedence analysis using the hybrid RIDIT-GRA approach

“…Advertising value perception has become a highly important subject in marketing, given that undervalued advertising may lead to negative reactions (Pintado et al, 2017) while Antecedents of mobile advertising value overvalued advertising elicits positive reactions from consumers (Sharma et al, 2021). Numerous studies (Bakare et al, 2017;Disastra et al, 2019;Grewal et al, 2016;Kim, 2020;Sharma et al, 2021;Wong et al, 2015;Wu and Hsiao, 2017) have measured advertising effectiveness, among which the pioneering study is Ducoffe's (1995) work on web advertising which proposed three antecedents that make an advertisement valuable: entertainment, informativeness and irritation (Martins et al, 2019). These three independent constructs assess the perceptions of consumers about an advertisement's value and their attitude toward it.…”

“…In the SMS advertising context, factors revealed to determine advertising value include credibility, entertainment, informativeness and irritation (Aydin and Karamehmet, 2017), credibility, entertainment, informativeness, irritation and incentives (Khasawneh and Shuhaiber, 2018), and brand equity, informativeness, text quality, relevance and perceived usefulness (Bakr et al , 2019). Pintado et al (2017) discovered that informative content, entertainment, and irritation determine the value of digital media advertising, while entertainment, informativeness, irritation were suggested as advertising value determinants by Disastra et al (2019). In terms of smartphone advertising, value is measured through entertainment, informativeness, irritation and personalization (Lee et al , 2017).…”

Peran Sensitivitas Harga dalam Memoderasi Minat Pembelian

“…Iklan selain bertujuan untuk mengenalkan produk kepada masyarakat juga memiliki fungsi reminder, yaitu untuk merangsang pelanggan agar melakukan pembelian (Gong et al, 2019). Gagasan tersebut diperkuat dengan beberapa hasil penelitian yang menunjukkan bahwa periklanan berpengaruh terhadap minat pembelian (Disastra et al, 2019;Mandliya et al, 2020;Martins et al, 2019). Periklanan pada media sosial telah mengubah banyak lanskap bisnis (Chu et al, 2019), konsumen saat ini mempunyai kehidupan ganda dimana salah satunya adalah kehidupan pada media sosial, kepemilikan akun sosial media menjelma menjadi ajang aktualisasi diri sekaligus promosi yang berdampak pada berbagai bidang.…”