TY  - GEN
CY  - Universitas Lampung
ID  - eprints29557
UR  - http://digilib.unila.ac.id/29557/
A1  - Irfan Dwikinanda, 1311011084
Y1  - 2017/12/15/
N2  - 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
PB  - Fakultas Ekonomi dan Bisnis
TI  - The Effect of Narrative Online Advertising Dimension on
Purchase Intention Mediated with Customer?s Attitude at
Facebook in Indonesia

AV  - restricted
ER  -