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Miswanto Miswanto
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Journal : Sebelas Maret Business Review

 1 
Perceived intrusiveness, consumer attention, and intent to purchase: The moderating effect of celebrity preferences Tiara Nur Anisah; Miswanto Miswanto
Sebelas Maret Business Review Vol 6, No 2 (2021): December 2021
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v6i2.57401

Abstract

This study aims to investigate the moderating effect of celebrity preferences on the relationship between perceived intrusiveness, consumer attention, and intent to purchase by applying Stimulus-Organism-Responds (SOR) Theory as a foundation. A total of 310 questionnaires were used in this study. This study uses the Structural Equation Modelling (SEM) Analysis approach by dividing a sample into two groups: (1) preference and (2) non-preference. A total of 155 samples filled out advertisements that matched respondents’ preferences and 155 samples filled out advertisements that did not match respondents’ preferences. The finding of this study are: (a) perceived intrusiveness is negatively affects consumer attention, (b) consumer attention positively affect intent to purchase, (c) celebrity preference moderates the effect of perceived intrusiveness on consumer attention, in a way that the higher celebrity preference will reduce the effect of perceived intrusiveness on consumer attention, and (d) celebrity preference moderates the influence of consumer attention on intent to purchase, in a way that the higher celebrity preference will strengthen the influence of consumer attention on intent to purchase. This finding could indicate the presence of intrusive advertising if the ad matches the preferences of the audience, then the ad will still get the attention of the audience and even affect the consumer's intention to buy.
Co-Authors Aditia Yusuf Setiawan Aditya Candra Kusuma Al.Patriot Putera Mahendra Alda Yuliana Amalia, Yusrina Anacleto Roberto Carolina Soares Anjar Surdiyani Annisa Anti Aulia Nuri Saragih Aprih Santoso Aslan, Vajrin Syawaluddin Baldric Siregar Baldric Siregar Baldric Siregar Bambang Setia Wibowo Beby Ayu Wardhani BIYANTO, FRASTO Bria, Anggelina Yuniance Brito, Sr. Ervinia Martins Devi Tri Nugraheni Dewi Fitriyani Diczon Stevanus Oematan Dwi Murniyati Edigar Filipe Pereira Eggi Sandy Tesa Eka Puspita Sari Eka Puspita Sari Eko Prasetio, Eko Endarwati Endarwati Ernawan Septia Putri Ussholehah Fadli, La Ode Fdiah Ulima Tiarsih, Waitun Nur Fernandes, Adelia Fithratun Nuha Tsabita Francisco Martins Da Silva Frasto Biyanto FRASTO BIYANTO Gabriela Rosellini Wisnu Geraldin Gusmao, Maria Alda Saores Horacio, Amancio Irma Oktarina Safitri Isnanda Zainur Rohman, Isnanda Zainur Izza Salsabila Jatinugroho, Robertus Cahyo Jatmiko, Muji Setyo Juvin Setyarini Lisa Astuti Lu’lu’ Nafiati Marufi, Muqorrobien Mbete, Roselina Lucia Ketty Meidi Syaflan, Meidi Meiliasari, Vika Mohamad Faiz Arrafi Mubarok, Rijal Rizki Muhammad Nabil Bouxit Murniyati, Dwi Neno, Yohanes Robinsius Ni Kadek Dwi Ervina Nonis , Maria Febriani Nopi Handayani Nugraha, Mochamad Saddam Ilyas Nur Diana Nur Wulandari, Diah Novita Oktafiani, Vani Pane, Mimi Meriami Br Patmawati, Desi Perdana, Oksa Wisnu Pereira, Deolindo Henrique Pereira, Edigar Filipe Pereira, Filipe Mendes Pinto, Leonardo Pratama, Yondik Army Pratiwi, Chris Indah Putra, Gregorius Okta Putri Arneta Sidik Putri Dharmana, Vanessa Putri, Ajeng Kharisma Qorry Fatona, Arifa Rahmawaty, Anisa Rajabuan, Ance Costansa Ratnasari, Intan Riana Riana Rina Wulandari Rizka Ageng Pertiwi Rois Arifin Rosalina Deviyanti Rr. Niken Purwasari Santosa, Harjuna Cipta Saores Gusmao, Maria Alda Sarmento, Tito Apolinario Sempati May Al-Farrasi Seno Bagus W, R. Stefanus Setyarini, Juvin Shandhi Alamsyah Shandhi Alamsyah Shilfiyana, Dhindha Shofia Suparti Shofia Suparti Sirait, Dian Rumintang Irianti Soares, Anacleto Roberto Carolina Soares, Casimiro Soares, Luis Americo Sonia Putri, Syifa Syifa Sonia Putri Talentia Herri Christiana Terra, Inai Theresia Trisanti Tiara Nur Anisah Tiara Nur Anisah Titik Kusmantini Totok Wijayanto, Totok Ula Restu Rafifah V. da Silva, Rita de Fátima Vajrin Syawaluddin Aslan Veronica Sunarto Ximenes Watang, Kirenius Conny Chapry Wibisana, Luqman Ikhsanudin Wijaya, Nikodemus Hans Setiadi Wulandari, Amalia Dewi Ximenes, Antonio Yanuar Rifqi Abdullah Yanuar Rifqi Abdullah Yessi Ria Angelia Yudhasepti, Wikarisa Zahra, Zulfa Putri Az-