J-MAS (Jurnal Manajemen dan Sains)
Vol 9, No 2 (2024): Oktober

Pengaruh Nilai Iklan Smartphone terhadap Niat Beli Produk

Wachid, Ainullah (Unknown)
Putra, Harmanda Berima (Unknown)

Article Info

Publish Date
08 Oct 2024

Abstract

This study examines the influence of smartphone advertising value on product purchase intentions. This research uses quantitative methods by distributing online questionnaires to 151 Indonesian citizens without specific regional characteristics. The results of the analysis using regression analysis show that informativeness, entertainment and incentives are proven to have a positive effect on advertising value. Meanwhile, credibility and irritation were not proven to have a positive effect on advertising value. And finally, advertising value is also not proven to have a positive effect on purchase intention

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Journal Info
J-MAS (Jurnal Manajemen dan Sains)
Website

Abbrev

jmas

Publisher

Universitas Batanghari Jambi

Subject

Economics, Econometrics & Finance Social Sciences

Description

J-MAS (Jurnal Manajamen dan Sains) diterbitkan oleh Program Magister Manajemen Universitas Batanghari, Jurnal ini mencakup bidang ilmu Ekonomi Manajemen. J-MAS (Jurnal Manajamen dan Sains) terbit sebanyak dua kali dalam setahun yaitu pada bulan April dan Oktober. Jurnal ini mempublikasikan artikel ...