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

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.