Analysis of Creative Advertising Effectiveness and its Effect on Millennials Purchase Intention during the Covid-19 Pandemic

Wahyuni, Nur Aisyah (2021) Analysis of Creative Advertising Effectiveness and its Effect on Millennials Purchase Intention during the Covid-19 Pandemic. Undergraduate thesis, Institut Teknologi Sepuluh November Surabata.

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09111740000077_Undergraduate _Thesis.pdf - Accepted Version
Restricted to Repository staff only

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Abstract

Advertising is a marketing tool that companies often use. Advertisement is considered an effective tool that able to convey information about the company and products to customers. However, to produce an advertisement, a company needs to spend a substantial budget. Some previous studies have suggested that creative advertising is a type of advertising with a higher level of effectiveness. But, some researches prove the direct impact of the effectiveness of specific creative advertising on consumer purchase intention. Moreover, the change of times that results in shifting characteristics of a consumer is affected the consumer definition of advertisement attractiveness. The consumer groups discussed in this study are millennials, who also refer to United Nations’ data, who are the majority of the world population. This journal examined the indicators of creative advertisement that most effectively influenced the purchase intention of millennials. There are 138 millennials involved in this study, thereafter the data was analyzed using the factor analytic structural equation modeling (FASEM) method through SmartPLS v.3 software. The results of this research is expected to be a reference for companies to develop marketing strategies, especially in promotion activity, to help improve the company's financial performance during the Covid-19 pandemic.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Creative Advertisement, Millennials Generation, Purchase Intention.
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising.
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Nur Aisyah Wahyuni
Date Deposited: 23 Jul 2021 19:48
Last Modified: 30 Jul 2021 08:40
URI: https://repository.its.ac.id/id/eprint/84441

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