The Influence of Advertising Value on Advertising Attitude and its Impact on Purchase Intention

Abstract

This research seeks to investigate consumer perceptions of mobile advertising value that appears on their mobile devices, how their attitude towards these advertisements, and how consumers purchase intention in the advertised product. Furthermore, this study also tries to uncover the influence of advertising value on consumer attitudes and their impact on purchase intention. The research method used in this study is a quantitative method by applying the Structural Equation Modeling (SEM) technique to the primary data, which is obtained through questionnaires. The sampling method used was purposive sampling with a total of 200 respondents. The findings of this research showed that respondent's perception of mobile advertising value is differ based on its dimensions, the entertainment level of mobile advertising value is "low", the informativeness level are "moderate", while the irritation level is "high". In the other hand, respondent’s attitude on mobile advertising are “moderate”, while respondent’s purchase intention on mobile advertising products are surprisingly “low”. This research also found that the variables Irritation and Informativeness has significance influence on advertising attitude, while entertainment has no significance influence on advertising value. Keywords—mobile advertising; advertising value; advertising attitude; purchase intention