THE IMPACT OF ATTITUDE AND THE CHARACTERISTICS OF CUSTOMER, ADVERTISEMENT, WEBSITE, AND PRODUCT OR SERVICE ON PURCHASE INTENTION

MICHAEL HASAN SUSANTO, Dr. Sahid Susilo Nugroho, M.Sc.

2013 | Skripsi | MANAJEMEN

-

This research is to understand how customer characteristics, advertisement characteristics, website characteristics, consumer attitudes and product or service characteristics affect purchase intention through online advertisement. The development of information technology utilization in developing country is increasing dramatically. Businesses are concerning more on focusing their spending on online advertisement than before. Understanding factors which influence the effectiveness of online advertisement implementation is considered as vital. Exploring factors that contribute to the online advertisements effectiveness and affect consumer purchasing intention from the perspective of developing countries is the principle of this study. Extending the research done by Mohammed and Alkubise, this research is based on a five dimensions theoretical model which is implemented on Garuda Indonesia Airlines as the research object. This research analyzes the effect of online advertisement on purchasing intention using data collected from 281 Yogyakarta city communities. Results show that average expense of consumers, internet skills, website characteristics, attitude, and product or service characteristics are significant factors that affect the effectiveness of online advertisement.

Kata Kunci : Consumer characteristics, Advertisement characteristics, Website characteristics, Attitude, Product or service characteristics, Purchase intention, Garuda Indonesia Airlines, Developing countries, and Online advertisement