The Influence of Online Advertising on Smartphone Purchase Intentions During Covid-19 Pandemic

Husnayain Business Review Pub Date : 2023-03-27 DOI:10.54099/hbr.v3i1.344

Agika Wasinta Br Sembiring, Renza Fahlevi

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Abstract

Purpose– The study aims to determine the effect of online advertising on the intention to buy a smartphone during the Covid-19 pandemic in Batam. Methodology/approach– Research using a comparative causal method. The population in this study is the Batam people. The research sample is the people of Batam who have seen the smartphone online advertisements and have the intention to buy a smartphone. The samples collected in the study were 310 respondents. The data is processed using SmartPLS and SPSS software. Findings– The results showed Informativeness, Entertainment, Incentives, and Credibility had significant positive effect towards Advertising Value. Advertising Value had a significant positive effect on purchase intention. It was also found that Irritation had no significant effect on Advertising Value.Novelty/value– This study highlight the importance of Informativeness, Entertainment, Incentives, and Credibility to Advertising Value for designing appropriate advertisements in the future in order to increase purchase intention. Keywords: Informativeness, Irritation, Entertainment, Incentives, Credibility, Advertising Value, Purchase Intention, Smartphone

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新冠疫情期间在线广告对智能手机购买意愿的影响

目的-该研究旨在确定在线广告对巴淡岛Covid-19大流行期间购买智能手机意愿的影响。方法论/方法-使用比较因果法进行研究。这项研究的人口是巴淡岛人。研究样本是看到智能手机在线广告并有意购买智能手机的巴淡岛人。该研究收集了310名受访者的样本。使用SmartPLS和SPSS软件对数据进行处理。结果显示，信息量、娱乐性、激励性和可信度对广告价值有显著的正向影响。广告价值对购买意愿有显著的正向影响。研究还发现，刺激对广告价值没有显著影响。新颖性/价值-这项研究强调了信息、娱乐、激励和可信度对广告价值的重要性，以便在未来设计合适的广告，以增加购买意愿。关键词:信息性、刺激性、娱乐性、激励、可信度、广告价值、购买意愿、智能手机

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Husnayain Business Review

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