ANALYSIS OF ADVERTISING INTENSITY ON CONSUMER CONSUMTIVE BEHAVIOR

Authors

  • Sudiyono Sudiyono
  • Abdul Aziz Universitas Ngudi Waluyo, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v6i4.6838

Abstract

Technological developments are widely used by companies as marketing communications in introducing their products to consumers. Some of the marketing communications that can be done are through social media, television, marketplaces and websites. The role of digital marketing provides its own advantages compared to conventional marketing, this can be seen from the range given every day that can reach the wider community. This research is included in associative research where the sample used in this study amounted to 120 respondents who were taken randomly, while the analysis method used was multiple regression analysis. The results of this study obtained a value on the t test of 2,328 with a significance level of 0.028 <0.05. While the results on the F test obtained an F-count value of 6.628 and a significance value of 0.005 <0.05. and the coefficient of determination test obtained the value of R Square (R2) 0.328. When consumers are exposed to advertising, certain feelings and attitudes will be created towards the brand which will then move consumers to buy the product. In other words, exposure to advertising can affect impulsive purchases, waste, and irrational purchases which are factors of a person's consumptive behavior after being exposed to continuous exposure.

References

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Published

2022-12-31

How to Cite

Sudiyono, S., & Aziz, A. (2022). ANALYSIS OF ADVERTISING INTENSITY ON CONSUMER CONSUMTIVE BEHAVIOR. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4). https://doi.org/10.29040/ijebar.v6i4.6838

Issue

Vol. 6 No. 4 (2022): IJEBAR, Vol. 6 Issue 4, December 2022

Section

Articles

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