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Pengaruh Pesan Iklan dan Tingkat Religiositas terhadap Sikap Konsumen dan Purchase Intention: Studi Pada Konsumen Muslim Indonesia
Marketing strategies through advertising media continue to develop along with advances in technology and science. Advertising is considered to be more effective and profitable when using a psychological approach, one of which is through the approach of religious beliefs. This study was conducted to determine whether the advertising message and the level of religiosity have an influence on the way consumers respond to an advertisement, so that it will affect their interest in buying the advertised product. By using the experimental method, the primary data source is processed with SEM analysis techniques using SmartPLS and Stata applications. A total of 250 Indonesian became respondents in this study. The results of this study indicate that advertising messages and the level of religiosity have a significant effect on consumer attitudes which then also affect purchase intention. At the same religious level, respondents will show higher attitudes and purchase intention in products advertised with religious messages. The consumer attitude variable was also found to have a fully mediating effect. With the results of these studies, this research can be a reference for business actors in developing effective advertising methods..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13587 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Advertising Consumer attitudes Purchase intention |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 105 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |