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Television Advertising Effectiveness in Mediating Advertising Creativity and Advertising Frequency Influence toward Customer Purchase Intention

Management Analysis Journal · Vol. 7 No. 2 (2018) · hlm. 201–210

DOI
10.15294/maj.v7i2.23543
ISSN
2502-1451, 2252-6552
Terbit
2018-06-06
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

The purpose of this study is to examine the direct and indirect influence of television advertising creativity and advertising frequency on purchase intention using advertising effectiveness as a mediation variable. Purchase intention influencing customers to purchase decision. Without any purchase intention, customer will not visit to e-commerce site. The respondents in this study were customer e-commerce JD.id in Semarang City. The sample in this study is intended as the representative of total population,116 sample who were taken by purposive sampling technique. This research utilized path analysis method with SmartPLS 3.0 program. Based on the hypothesis test, the results show that the advertising creativity was significantly has positive effect on purchase intention, but advertising frequency has no significant effect on purchase intention. In addition, advertising effectiveness significantly have positive effect on purchase intention. Mediation test shows that advertising effectiveness mediates the effect of the advertising creativity and advertising frequency on customer purchase intention.

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  • State University of Semarang
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Rekan penulisOrganisasiArtikel bersama
Heri YantoState University of Semarang2
Rusdarti RusdartiAfiliasi tidak diketahui2
Vini Wiratno PutriState University of Semarang1
Angga Pandu WijayaState University of Semarang1
Irnin Miladdyan AiryqState University of Semarang1
Rini Setyo WitiastutiState University of Semarang1
RusdartiState University of Semarang1
Hafizhah Zahra FarhaniAfiliasi tidak diketahui1
Elsa PuspasariAfiliasi tidak diketahui1
Umam Aries SetiawanAfiliasi tidak diketahui1
Roudhotul JannahAfiliasi tidak diketahui1
Reda PrasetyaAfiliasi tidak diketahui1
Novi ErnawatiAfiliasi tidak diketahui1
Wahyu Eka WingsatiAfiliasi tidak diketahui1
Kuswanti KuswantiAfiliasi tidak diketahui1
David FirmansyahState University of Semarang1
Muhammad Zaenal AryiantoAfiliasi tidak diketahui1
Sirly AmriAfiliasi tidak diketahui1
Lailatul MaqhfirohAfiliasi tidak diketahui1
Helmi SofianaAfiliasi tidak diketahui1
Yenny KurniawatiAfiliasi tidak diketahui1
Bella Cahyu SernandaAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Television Advertising Effectiveness in Mediating Advertising Creativity and Advertising Frequency Influence toward Customer Purchase Intention</dc:title>
	<dc:creator>Saputro, Yogi</dc:creator>
	<dc:creator>Prihandono, Dorojatun</dc:creator>
	<dc:description xml:lang="en-US">The purpose of this study is to examine the direct and indirect influence of television advertising creativity and advertising frequency on purchase intention using advertising effectiveness as a mediation variable. Purchase intention influencing customers to purchase decision. Without any purchase intention, customer will not visit to e-commerce site. The respondents in this study were customer e-commerce JD.id in Semarang City. The sample in this study is intended as the representative of total population,116 sample who were taken by purposive sampling technique. This research utilized path analysis method with SmartPLS 3.0 program. Based on the hypothesis test, the results show that the advertising creativity was significantly has positive effect on purchase intention, but advertising frequency has no significant effect on purchase intention. In addition, advertising effectiveness significantly have positive effect on purchase intention. Mediation test shows that advertising effectiveness mediates the effect of the advertising creativity and advertising frequency on customer purchase intention.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2018-06-06</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/23543</dc:identifier>
	<dc:identifier>10.15294/maj.v7i2.23543</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 7 No 2 (2018): Management Analysis Journal; 201-210</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v7i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/23543/11913</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2018 Management Analysis Journal</dc:rights>
</oai_dc:dc>