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Kreativitas Iklan Pada Masa Pandemi Covid-19 dan Pengaruhnya Terhadap Niat Pembelian dimediasi Oleh Emosi Positif (Studi Kasus: Iklan Gojek)
Marketing activities such as advertising during the Covid-19 pandemic still raises many questions. Such as whether consumers prefer ads with high appropriateness or high originality in assessing advertising creativity, and whether positive emotions play a role in mediating ad appropriateness and originality towards purchase intention? The research respondents amounted to 220 people who live in the Greater Jakarta area and already uses Gojek. The collection of respondents' answers uses online questionnaire and uses a 7-point differential semantic scale for the three Gojek advertisements uploaded during the pandemic. The research uses a simple mediation analysis using the Process Macro model 4 method. The results show that advertising originality has a significant positive effect on Gojek's purchase intention. Ad appropriateness has an insignificant positive effect on Gojek's purchase intention, and positive emotions have a significant mediating effect on originality and ad appropriateness on increasing Gojek's purchase intention..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13586 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Covid 19 Ad Creativity |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 114 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |