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All Journal Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Studies in Academic, Humanities, Research, and Innovation
Tarysha Aulya Putri Rany
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Religion Humanities Chemistry Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

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Faktor Yang Mempengaruhi Advertising Value Dan Pengaruhnya Terhadap Attitude Toward Ads Dan Brand Awareness Pada Konsumen Brand Avoskin Dinda Ayu Sieradianto Angelia; Tarysha Aulya Putri Rany; Henny Firizqi
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 5 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business (in-Press)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i5.2065

Abstract

This study explores the factors that affect advertising value and their role in shaping the attitude toward advertisement and brand awareness among consumers of Avoskin. The variables examined are irritation and entertainment, which impact the value of advertising. This study employs a quantitative approach, utilizing a survey method with 100 participants who are consumers of Avoskin products. Data was collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method. The study findings indicate entertainment positively impacts advertising value, whereas irritation does not have a significant impact. Furthermore, research has demonstrated that advertising value has a beneficial impact on attitude toward ads and brand awareness. These findings suggest important implications for Avoskin Brand to continue to improve the entertainment element in its digital advertising and minimize irritation in order to strengthen brand awareness and positive consumer attitudes towards advertising. This study also suggests that companies pay attention to the frequency and type of advertising displayed to maintain the effectiveness of marketing campaigns in an increasingly competitive market
He Buys with Heart, She Buys with Thought? A Multi-Group Analysis of Gender Differences in Anthropomorphic Character Effects Fahrais Zahrudy; Tarysha Aulya Putri Rany
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.769

Abstract

In a world that is over-designed, anthropomorphic products have moved beyond fad to become symbolic tools that shape the way things are perceived, felt, and acted upon deliberately. The present paper examines the influence of anthropomorphism appeal by three dimensions (appearance anthropomorphism, emotional anthropomorphism, and image anthropomorphism) on consumer purchase decision-making, and product knowledge as a cognitive mediator. Based on the Stimulus-Organism-Response (S-O-R) model, the study used a quantitative research design that surveyed 364 Indonesian consumers of collectibles using purposive sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to conduct data analyses. The results suggest that visual and thematic attributes of anthropomorphic products positively affect product knowledge which further has a strong positive influence on purchase intention. Emotional anthropomorphism has a direct effect on intention by way of affective involvement as opposed to cognitive elaboration. Multigroup analyses according to gender show that men are more affected by emotional anthropomorphism in the case of visual and thematic clarity, which is contrary to the traditional ideas of female emotional superiority. Taken together, these findings point to two symbolic pathways through which anthropomorphic design works, namely, cognitive and affective. The paper also provides theoretical contributions to the field of symbolic processing in consumer behavior and practical implications to marketers who wish to develop products that not only appeal, but also connect and convert to the consumers.
Co-Authors Dinda Ayu Sieradianto Angelia Fahrais Zahrudy Henny Firizqi