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All Journal TEKMAPRO Journal of Industrial Engineering and Management Sinkron : Jurnal dan Penelitian Teknik Informatika JOURNAL OF APPLIED INFORMATICS AND COMPUTING JKIE (Journal Knowledge Industrial Engineering) JURNAL MANAJEMEN BISNIS Journal of Economics, Business, and Government Challenges International Journal of Eco-Innovation in Science and Engineering (IJEISE) Juminten : Jurnal Manajemen Industri dan Teknologi JPNM : Jurnal Pustaka Nusantara Multidisiplin Jurnal Pengabdian Masyarakat Indonesia (JPMI) Journal Serambi Engineering (JSE) Journal of Optimization System and Ergonomy Implementation Jupiter: Publikasi Ilmu Keteknikan Industri, Teknik Elektro dan Informatika
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Journal : JURNAL MANAJEMEN BISNIS

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The Impact of Online Advertising and Attitude on Consumer Purchase Intentions in the Food and Beverage Industry Ramadhan, Noviar Rizky; Juniarto, Daniel Dwi; Danendra, Raffi; Tranggono
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.768

Abstract

The era of globalization has ushered in a heightened level of competition in the marketing landscape. This heightened competition among products in the market prompts manufacturers to engage in extensive promotional activities to capture consumer attention. With this backdrop, this research endeavors to explore the impact of Online Advertising and Consumer Attitudes on Consumer Purchase Intentions. The study adopted a random sampling approach and utilized a quantitative survey method, targeting a population size of 100, with a sample size of 80 respondents. Data analysis was conducted using multiple linear regression with IBM SPSS 29. The findings of the study unveil that Consumer Purchase Intentions are significantly influenced by both Online Advertising and Consumer Attitudes. Regression analysis underscores the positive and significant influence of consumer attitudes on purchase intentions, with a coefficient of 0.348, while online advertising exerts a positive impact with a coefficient of 0.314. In light of the research findings, the Adjusted R Square percentage stands at 57.4%, indicating that Online Advertising and Consumer Attitudes collectively contribute to a substantial 57.4% influence on Consumer Purchase Intentions. The remaining 42.6% variance is attributed to other unexplored factors. These findings underscore the pivotal role of online advertising and consumer attitudes in shaping consumer purchase behaviors in today's highly competitive market environment.
Co-Authors -, Dira Ernawati A Zulfia Da’iyatu Rohmah Afiady Fitsal Ubaidillah Afita D. Parastiwi Afrul Mufdi T Ahmad Baheshti Ahmad Zidane Albany Ahyaliya, Marsya Laila Akmal Suryadi Albertus A. S. Prakosa Alfian Fakhri Amriel, Egan Evanzha Yudha Andhini Ayu Widyasti Aneke Putri Nadila Araminta, Calyca D. Arya Dany Ardhiansah Bintara Putra Dicya Danendra, Raffi Dira Ernawati Dita Putri Mayangsari Donoriyanto, Dwi S. Dwi Sukma Donoriyanto Emon Leonardo N Endang P. Widjajati Endang Sholihatin Ergilia N. Cholifah Erlina Purnamawati Favian J. Prastian Febby Ficha Shekina Fiki Marchel Perdana Fitriatus Sholeha Grandhika Pratama Widiyarta Nugraha Hayati, Kinanti R. Hayati, Kinanti Resmi Hayati, Kinanti Resmi Ihdinassayyida Eliza Islami, Mega Cattleya Prameswari Anissa Jordyan A. Cahyono Jovansa N.K. Dheva Juniarto, Daniel Dwi Kinanti R. Hayati Krisnayana Pranata Laily, Nisfal M Satria Adiyatma Nugraha Maghfur, Maula A. Moch. Tutuk Safirin Mohammad Nailul Falah Nadya Novianti Ramadhani Nanang Haryono Nur Cholifah Sastya Nur Rahmawati Nurul Faizah Prasetya, Reihan Rafly Prastiwi, Afita D. Premadi R Putra Putri, Shelany Andhika Raden S.M. Setiaji Radityo Anggoro Ramadhan, Noviar Rizky Rara Mulya Novitri Rauhul Rahman Adam Riyadi, Attila Daffa Rizki Meidianto Rusindiyanto Sandrina Wielda Sasmito, Zinedine A. Simon B.S. Purba Siti Wahyu Nida Sudarman, Kezia G. Sunardi Teo Billy Chandra Yunanto Tino Aprilyanto Wiranty Tiara Wijaya Siagian Yanita Vidya Pramesthi Yekti C. Winursito Yekti Condro Winursito Yohanes Nababan Zulfamil Ulum