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All Journal Journal Of Human And Education (JAHE)
Prihatini Ade Mayvita
Universitas Islam Kalimantan Muhammad Arsyad Al Banjari
Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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How Digital Advertising Exposure Translates into Purchase Intention: The Mediating Role of Advertising Content Evaluation Prihatini Ade Mayvita; Prasetyo Yuli Usaid; Aditiyanor Aditiyanor; Imam Suharto
Journal Of Human And Education (JAHE) Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v6i4.2848

Abstract

Digital platforms deliver brand advertising to consumers continuously, yet greater contact does not reliably yield stronger purchase intention, and prior work reports exposure effects that are positive in some settings and negative in others. This study asks how exposure translates into intention, treating consumers' evaluation of advertising content as the intervening mechanism rather than as a parallel predictor. Cross-sectional survey data from young Indonesian consumers of an everyday branded product were analysed using partial least squares structural equation modelling with bootstrapped indirect effects. Exposure was associated with content evaluation and with purchase intention, and content evaluation partially mediated that relationship. Advertising reach therefore supplies the opportunity for persuasion, while appraisal of content governs whether that opportunity acquires behavioural relevance
Co-Authors Aditiyanor Aditiyanor Imam Suharto Prasetyo Yuli Usaid