Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bisnis dan Manajemen West Science
Sinuraya, Yohanes Exspandio Perfecta
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Soft-Selling Video Iklan Produk Marjan terhadap Niat BeliKonsumen melalui Perilaku Konsumen terhadap Iklan Sinuraya, Yohanes Exspandio Perfecta; Pratama, Alzetrho Baja; Albari, Pascal Kharua
Jurnal Bisnis dan Manajemen West Science Vol 4 No 03 (2025): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v4i03.2555

Abstract

This study investigates the influence of Marjan’s soft-selling advertisement on consumers’ attitudes toward the ad and their purchase intention in Greater Tangerang. The main issue addressed is the effectiveness of soft-selling advertising in shaping emotional responses and consumer purchase decisions. A quantitative approach was applied by distributing questionnaires to 218 respondents who had seen Marjan’s Ramadan-themed advertisement. Data were analyzed using validity and reliability tests, multiple linear regression, and both partial and simultaneous significance tests. The results reveal that soft-selling advertising significantly affects consumers’ attitudes toward the ad, which in turn significantly influences their purchase intention. The narrative and emotional delivery used in the advertisement proved effective in creating a positive impression and increasing consumer interest. In conclusion, soft-selling is a relevant strategy to build emotional engagement with consumers, especially for seasonal products like syrup during Ramadan.
Co-Authors Albari, Pascal Kharua Pratama, Alzetrho Baja