{"title":"以积极情绪为中介的品牌人格化吉祥物、广告参与度和对品牌的态度及其对 Tiket.Com 购买意向的影响","authors":"Achmad Ramadhani Putranto, Gita Chandra Nirmala","doi":"10.55927/fjas.v3i1.7679","DOIUrl":null,"url":null,"abstract":"This research examines the effect of applying brand personification mascots to advertising content on tiket.com Instagram on advertising engagement and attitudes towards the brand which are mediated by positive emotions and their impact on tiket.com purchase intentions. A quantitative approach using Structural Equation Modeling (SEM) analysis, with Partial Least Square (PLS) software, was used to test 7 hypotheses. After testing, it was found that the brand personification mascot in advertising content on Tiket.com Instagram had a positive effect on advertising engagement and attitudes towards the brand through the mediation of positive emotions. Then advertising involvement also has a positive influence on attitudes towards the brand. Attitude towards the brand will have a greater influence on a person's purchase intention towards tiket.com products, while advertising involvement does not influence purchase intention.","PeriodicalId":504529,"journal":{"name":"Formosa Journal of Applied Sciences","volume":"61 24","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of Brand Personification Mascot, Ad Engagement, and Attitude Toward Brand Mediated by Positive Emotion and Their Influence on Purchase Intention at Tiket.Com\",\"authors\":\"Achmad Ramadhani Putranto, Gita Chandra Nirmala\",\"doi\":\"10.55927/fjas.v3i1.7679\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research examines the effect of applying brand personification mascots to advertising content on tiket.com Instagram on advertising engagement and attitudes towards the brand which are mediated by positive emotions and their impact on tiket.com purchase intentions. A quantitative approach using Structural Equation Modeling (SEM) analysis, with Partial Least Square (PLS) software, was used to test 7 hypotheses. After testing, it was found that the brand personification mascot in advertising content on Tiket.com Instagram had a positive effect on advertising engagement and attitudes towards the brand through the mediation of positive emotions. Then advertising involvement also has a positive influence on attitudes towards the brand. Attitude towards the brand will have a greater influence on a person's purchase intention towards tiket.com products, while advertising involvement does not influence purchase intention.\",\"PeriodicalId\":504529,\"journal\":{\"name\":\"Formosa Journal of Applied Sciences\",\"volume\":\"61 24\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-01-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Formosa Journal of Applied Sciences\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.55927/fjas.v3i1.7679\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Formosa Journal of Applied Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.55927/fjas.v3i1.7679","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of Brand Personification Mascot, Ad Engagement, and Attitude Toward Brand Mediated by Positive Emotion and Their Influence on Purchase Intention at Tiket.Com
This research examines the effect of applying brand personification mascots to advertising content on tiket.com Instagram on advertising engagement and attitudes towards the brand which are mediated by positive emotions and their impact on tiket.com purchase intentions. A quantitative approach using Structural Equation Modeling (SEM) analysis, with Partial Least Square (PLS) software, was used to test 7 hypotheses. After testing, it was found that the brand personification mascot in advertising content on Tiket.com Instagram had a positive effect on advertising engagement and attitudes towards the brand through the mediation of positive emotions. Then advertising involvement also has a positive influence on attitudes towards the brand. Attitude towards the brand will have a greater influence on a person's purchase intention towards tiket.com products, while advertising involvement does not influence purchase intention.
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