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Pengaruh Penggambaran Wanita Dalam Iklan Terhadap Purchase Decision Wanita Muslim Indonesia
Advertising is one of the largest industries in the world. Businesses know that one of the key factors to achieve success is through the effectiveness of their advertisements. However, not all advertisements issued by a business are well received by the public. The use of appeals that are considered offensive by marketers is quite common, however the acceptance of offensive appeals is not universal, and can be different for various countries and each gender. Thus, this study was conducted to determine whether portrayal of women in ads, cultural & social diversity, ethical judgment, and attitude towards portrayal affect the purchase decision of muslim women in Indonesia. And also, to find out whether portrayal of women in ads and ethical judgment have any influence on their attitude towards the portrayal The data from this study was tested using the PLS-SEM method. The data was collected by spreading online questionnaires and was individually filled in by the respondents. Data from 247 Indonesian muslim women respondents revealed that portrayal of women in ads, cultural & social diversity and attitude towards portrayal have an influence on the purchase decision of Indonesian muslim women. Also, portrayal of women in ads have an influence on the attitude towards portrayal of Indonesian muslim women..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13711 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Purchase decision advertisement |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 122 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |