Effects of advertising appeal towards viral intention in case of mentos mentors Indonesia

Agustinus, Elyzabeth Gracia and Indrawati, Yoselin (2020) Effects of advertising appeal towards viral intention in case of mentos mentors Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

This research aims to analyze the effect of advertising appeal towards viral intention through Brand Trust, Brand Emotion, and Product Purchase Intention. In this research a non-probability sampling with a convenience sampling method was used. The sampling method was limited to specific target groups, thus the respondents obtained using screener criteria such as smartphone users, with aged range 18-25, and university student and 0-9 hours of internet time spent. The amount of the sample is 404 respondents. Meanwhile, this study is a quantitative study which used a questionnaire distribution as the data collection method. Statistical analysis with Partial Least Square-Structural Equation Modelling (PLS-SEM) was used. This research has found that rational advertising appeal has a positive with brand emotion and brand trust, brand emotion, and brand trust have a positive relationship with product purchase intention, product purchase intention has a positive relationship with viral intention. However, perceptual advertising appeal has no relationship with brand emotion and brand trust. / Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik iklan terhadap niat viral melalui Brand Trust, Brand Emotion, dan Intensi Pembelian Produk. Dalam penelitian ini sampling non-probabilitas dengan metode convenience sampling digunakan. Metode pengambilan sampel terbatas pada kelompok target tertentu, sehingga responden memperoleh menggunakan kriteria screener seperti pengguna smartphone, dengan rentang usia 18-25, dan mahasiswa dan 0-9 jam waktu internet yang dihabiskan. Jumlah sampel adalah 404 responden. Sementara itu, penelitian ini adalah penelitian kuantitatif yang menggunakan distribusi kuesioner sebagai metode pengumpulan data. Analisis statistik dengan Partial Least Square-Structural Equation Modeling (PLS-SEM) digunakan. Penelitian ini telah menemukan bahwa daya tarik iklan rasional memiliki positif dengan emosi merek dan kepercayaan merek, emosi merek, dan kepercayaan merek memiliki hubungan positif dengan niat pembelian produk, niat pembelian produk memiliki hubungan positif dengan niat virus. Namun, daya tarik iklan persepsi tidak memiliki hubungan dengan emosi merek dan kepercayaan merek.

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