creators_name: Irfan Dwikinanda, 1311011084
creators_id: irfandwikinanda@gmail.com
type: other
datestamp: 2017-12-29 02:53:16
lastmod: 2017-12-29 02:53:16
metadata_visibility: show
title: The Effect of Narrative Online Advertising Dimension on
Purchase Intention Mediated with Customer’s Attitude at
Facebook in Indonesia

ispublished: pub
subjects: HD28
subjects: HE
full_text_status: restricted
abstract: 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
date: 2017-12-15
date_type: published
publisher: Fakultas Ekonomi dan Bisnis
place_of_pub: Universitas Lampung
id_number: 1311011084
related_url_type: pub
citation:   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.     
document_url: http://digilib.unila.ac.id/29557/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/29557/15/SKRIPSI%20FULL.pdf
document_url: http://digilib.unila.ac.id/29557/16/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf