The Effect of Narrative Online Advertising Dimension on Purchase Intention Mediated with Customer’s Attitude at Facebook in Indonesia

Irfan Dwikinanda, 1311011084 (2017) The Effect of Narrative Online Advertising Dimension on Purchase Intention Mediated with Customer’s Attitude at Facebook in Indonesia. Fakultas Ekonomi dan Bisnis, Universitas Lampung.

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Abstrak

The purpose of this research is to know the effect of the narrative online advertisement on purchase intention and mediated with customer’s attitude within Facebook’s advertisements. The sample of this research is 130 based on random purposive sampling. The analysis of this research to measure the mediation is based on the Sobel test. The result of this research shows that narrative online advertisement dimension has a positive and significant result on purchase intention. The result of this research shows that the customer’s attitude has a partial mediation effect on the narrative online advertisement on customer’s attitude that has 5.207697 t count in the Sobel test result. Narrative online advertisement dimension affects customer’s attitude showed by the t count, which valued as 7.127> t table (1.656752) whereas customer’s attitude affects purchase intention has a t count of 6.813, which is bigger than the t -table (1.656752). Keywords: Narrative Online Advertisement, Customer Attitude, Purchase Intention

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HE Transportation and Communications
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 21586951 . Digilib
Date Deposited: 29 Dec 2017 02:53
Last Modified: 29 Dec 2017 02:53
URI: http://digilib.unila.ac.id/id/eprint/29557

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