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PENGARUH KUALITAS IKLAN 50 TAHUN INDOMIE #TERUSHIDUPKANSELERAINDONESIA DIMODERASI PENGALAMAN KONSUMEN TERHADAP RESPON AFEKTIF KHALAYAK

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Penilaian

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Marketing communication activities in promoting products have become a priority for various industrial sectors, especially the fast moving consumer goods (FMCG) sector. Through various media, companies compete to get consumer attention and emotional responses that are believed to increase purchasing power for a product. This research aims to determine the effect of ad quality on affective responses moderated by customer experience. The theories used in this study are advertising theory from Morissan, response theory from Wells, Moriarty, Burnett, and Lwin, and customer experience theory from Schmitt. This research was conducted on 160 samples taken using Hair's sampling technique and using quantitative methods with structural equation model (SEM) techniques and SmartPLS 3.0 software. The results showed that ad quality has a positive and significant effect on affective response with path coefficient value of 0.757, t-statistic of 13.943, and p value of 0.000. Customer experience moderates the influence between ad quality and affective response at a high level with F square value of 0.021, path coefficient value of 0.045 and R square of 0.756 or 75.6%.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307003197	T94051	T940512023	Central Library (REFERENS)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T940512023

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2023

Collation

xiii, 149 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.109.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Iklan
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

APRIAN

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