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All Journal JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen ASEAN Marketing Journal
Khalid, Rizwan
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Economics, Econometrics & Finance Social Sciences

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Moderating Role of Credibility and Ad Liking Between Online Advertisement and Consumer Buying Behavior of University Students of Pakistan Khalid, Rizwan; Tehreemyasmeen, Tehreemyasmeen
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Research aim: The motivation behind the study is to see the effect of online ad on shopper conduct just from the university understudy point of view. Methodology: There are five autonomous factors in the study and one is the reliant variable. The study information is gathered from 300 respondents and put into the SPSS to make the determination through Multiple Regression. Theoretical contribution: The study is beneficial for the theory developers and the readers who are interested in designing the advertisement for youth because university students mostly consist of youth who have different thought of opinion because they are open to vast environment which is impacting on their thoughts. Research implication: The study demonstrates that 56.4 for each penny variety in ward variable is because of autonomy and reasoned that online promotion significantly affects shopper purchasing conduct and it is a huge section.
Celebrity Physical Attractiveness Effect on Consumer Buying Behavior Khalid, Rizwan; Yasmeen, Tehreem
JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Vol. 16 No. 2 (2019): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Publisher : University of Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31106/jema.v16i2.2708

Abstract

Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.
Co-Authors Tehreemyasmeen, Tehreemyasmeen Yasmeen, Tehreem