Article Sidebar
Main Article Content
Abstract
Abstract
Introduction.The main purpose of advertising certain products or services is to attract customer attention and analyze the impact of advertising on customer behavior. Various studies show that there are significant links between cognitive and psychological aspects. The cognitive effect of an advertisement begins with the influence of the visual aspects of the advertisement. This research was aimed to explore the role of product advertising on consumer buying interest by studying aspects of psychology.
Methods. The study design was observational analytic study that seek to see the relationship between exposure to milk mass forming muscle mass and consumer buying interest. The exploration dimensions for advertising exposure are ad frequency, ad duration and ad intensity using questionnaire. Total samples in this study were 60 people, age ranges from 18-35 years and male sex.
Results. This study found as many as 70% of respondents understood the message delivered by the milk advertisement. As many as 56.7% of respondents expressed an interest in buying these muscle-building milk products. Around 58% of respondents stated their willingness to promote the product to others.
Conclusion. This research shows the role of advertising in shaping consumer behavior and buying interest. The more attractive and the more often the ad is displayed it will trigger aspects of attractiveness and confidence in the product. Along with the need, further reinforce the behavior to buy products.
Keywords
Article Details
Author ownership
Authors retain copyright and publishing rights in their work. Submission and publication do not transfer copyright ownership to HM Publisher, CMHC Research Center or OAIJSS.
Publication and reuse
Authors grant OAIJSS the right of first publication. The journal’s publication licence is the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0). Authors may reuse their own work and authorise additional uses, subject to any rights held by co-authors or third parties.
Self-archiving
Authors may deposit the submitted manuscript, accepted manuscript and published version in institutional or subject repositories without an embargo. Identify the version, acknowledge publication in OAIJSS and add the article DOI or journal link when available. Preserve the licence and attribution accompanying the deposited version.
Website copyright
Copyright notices for the OAIJSS website, layout and visual identity apply only to those elements. They do not replace or restrict the copyright and reuse rights of article authors.
