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Ad-Creativity, Internal Consumer Response, and Purchase Intention: An Evaluation upon Ardiles “Flash Mom” TV Ad

Semuel, Hatane and AURELLIA, JANICE (2017) Ad-Creativity, Internal Consumer Response, and Purchase Intention: An Evaluation upon Ardiles “Flash Mom” TV Ad. In: International Conference on Communication and Media: An International Communication Association Regi, 02-02-2017 - 02-02-2017, Kuala Lumpur - Malaysia.

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    Abstract

    This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles’ “Flash Mom” TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some primary schools in Surabaya. Each of them were shown the ardiles’ advertisement entitled “flash mom” twice and then they were asked to answer the questionare. The research variable Ad- Creativity as the independent variable consist of Divergence dimention which is measured by five indicators and Relevance dimention which is measured by three indicators. Internal Consumer Response as the mediation variable consist of cognitive and affective response dimentions, which each of them is measured by three indicators. Three indicators measure the Purchase Intention as the dependent variable. This research use Partial Least Square (PLS) as the quantitative analysis tool. The results prove that there are positive effect from Ad-Creativity to Internal Consumer Response, there are positive effect on Internal Consumer Response to Purchase Intention, and there are positive effect on Ad- Creativity to Purchase Intention.

    Item Type: Conference or Workshop Item (Paper)
    Uncontrolled Keywords: Ad-Creativity, Internal Consumer Response, Purchase Intention
    Subjects: H Social Sciences > HF Commerce
    Divisions: Graduate Program > Economic Management
    Depositing User: Admin
    Date Deposited: 06 Feb 2017 21:41
    Last Modified: 03 Apr 2017 07:22
    URI: http://repository.petra.ac.id/id/eprint/17538

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