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All Journal JURNAL ADMINISTRASI BISNIS Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MANAJERIAL TECHNOBIZ : International Journal of Business JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Jurnal Ekonomi Manajemen Sistem Informasi Revenue: Jurnal Manajemen Bisnis Islam Journal of Management - Small and Medium Enterprises (SME's) Al-Mu'awanah Society: Jurnal Pengabdian Masyarakat COMMENT: Journal of Community Empowerment Journals of Economics and Business Jurnal Administrasi Bisnis
Permatasari, Berlintina
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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THE INFLUENCE OF ADVERTISING VIEWS, ADVERTISING ATTRACTIVENESS, AND ADVERTISING POWER ON CAR PURCHASE DECISIONS IN THE COMMUNITY OF BANDAR LAMPUNG CITY Febriansyah, Febriansyah; Permatasari, Berlintina
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.22733

Abstract

This study examines the influence of advertising exposure, advertising attractiveness, and advertising strength on consumers’ purchasing decisions. Drawing on advertising and consumer behavior perspectives, the research investigates how different dimensions of advertising effectiveness shape decision-making processes. The independent variables comprise advertising exposure, advertising attractiveness, and advertising strength, while purchasing decision serves as the dependent variable. Using a quantitative approach, data were collected through structured questionnaires administered to 400 respondents selected through probability sampling. The data were analyzed using multiple linear regression to assess both the individual and simultaneous effects of the proposed predictors on purchasing decisions. The findings indicate that advertising exposure, advertising attractiveness, and advertising strength each exert a significant positive influence on purchasing decisions. Furthermore, the three dimensions collectively contribute substantially to explaining variations in consumer purchasing behavior. These results highlight the importance of designing advertisements that are not only visible but also appealing and persuasive in order to enhance their impact on consumer decisions. The study contributes to the advertising literature by providing empirical evidence on the multidimensional role of advertising effectiveness in shaping purchasing behavior within a local urban context. However, as the research was conducted in Bandar Lampung City, the generalizability of the findings may be limited. Future research is encouraged to incorporate additional explanatory variables and extend the investigation to different geographical settings to strengthen the robustness and applicability of the results. Keywords: Ad Views; Ad Appeal; Ad Strength; Purchase Decision
Co-Authors Ade Candra, Ade Ahluwalia, Larasati Ahmad, Syukron Angelica, Shiwi Anggarini, Defia Riski Anggraini, Windi Aurellifa, Sabilla Camelia, Camelia Dian Novita Dian Puspita FEBRIAN, ANGGA Febriansyah Febriansyah Ferdi, Wahyu Hajarroh Putri, Ajengriska Ilham Akbar Jaelani, Jaelani Jayadi Jayadi Lina, Lia Febria Prasetyo, Langgeng Prasetyo Pratama, Riko Putri, Almira Devita Rahma, Farah Adila Rilo Pambudi Saputra, Febrian Eko Shevatra, Sherlyana Suprayogi Suprayogi Syahputra, Norman Adi