IJSTR

International Journal of Scientific & Technology Research

IJSTR@Facebook IJSTR@Twitter IJSTR@Linkedin
Home About Us Scope Editorial Board Blog/Latest News Contact Us
CALL FOR PAPERS
AUTHORS
DOWNLOADS
CONTACT
QR CODE
IJSTR-QR Code

IJSTR >> Volume 4 - Issue 4, April 2015 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Impact Of Online Advertising On Consumer Attitudes And Interests Buy Online (Survey On Students Of Internet Users In Makassar)

[Full Text]

 

AUTHOR(S)

Muhammad Aqsa, Dwi Kartini

 

KEYWORDS

Keywords: Online Advertising, Attitudes and Interests Buy

 

ABSTRACT

ABSTRACT: The rapid development of technology today makes Internet users continues to increase. This is supported by the ease of internet users access the internet either through a PC, laptop, mobile phones, tablets and other media. The increase in Internet users this makes the internet into a proper promotion using online advertising. With a wide reach and touch the various layers of the Internet media communities may be appropriate advice for company promotion. However, an increasing number of Internet users, especially in the city of Makassar is not accompanied by an increase in the number of online purchases. Based on that it is necessary to examine how the effect of online advertising on consumer buying behavior and online, as well as how to control the behavior and subjective norms influence the attitudes and interests of consumers buy online. This study aims to analyze and test the effect of online advertising on consumer attitudes and purchase interest online, a survey conducted on students of Internet users in the city of Makassar. The study was conducted on students of public and private universities in the city of Makassar. The method used was a quantitative analysis using the technique of purposive sampling method with a sample of 340 people. Testing this hypothesis using structural equation modeling (SEM). The results showed that online advertising has an influence on consumer buying behavior and online. Dimensions interactivity of online advertising provides the highest influence on the attitudes and interests of consumers purchasing online.

 

REFERENCES

[1] Ajzen, I., 1991, The theory of planned behavior, Organizational Behavior and Human Decision Processes, Vol. 50, pp. 179-211.

[2] Alan D. Smith, 2008. Online accessibility concerns in shaping consumer relationships in the automotive industry. Online Information Review Vol. 33 No. 1, 2009 pp. 77-95.

[3] Aaker, David A, 1986. Causes of Irritation in Advertising. Journal of Marketing (pre-1986); Spring 1985; 49, 000002; ABI / INFORM Complete pg. 47.

[4] Assael, Herry. 2008. Consumer Behavior and Marketing Action, 8thedition, South-Western College Publishing, New York University.

[5] American Marketing Association, 2005.Marketing Mix and Strategy.Prentice Hall International, New jersey.

[6] Bennett, PD, 1999. Marketing and Strategy Marketing Management.New York: The American Marketing Association'

[7] Converse, William, 2001.Marketing.Third Edition, Richard D. Irwin, USA.

[8] Corey, Cravens, 2001. Strategy Marketing.4th ed. Burr Ridge, Illinois: Richard D. Irwin, Inc.

[9] Chang-Yang, Lee. Advertising, Its Determinants, and Market Structure, Review of Industrial Organization, Aug. 2002; 21, 1, ABI / INFORM Complete pg. 89.

[10] Flavia Carlos and Miguel Guinal, 2006. Consumer trust, perceived security and privacy policy Three basic elements of loyalty to a web site. Industrial Management & Data Systems Vol. 106 No. 5, 2006 pp. 601-620.

[11] David S. Evans, 2009. The Online Advertising Industry: Economics, Evolution, and Privacy. Journal of Economic Perspectives, Volume 23, Number 3 Pages 37-60.

[12] Engel, JF., Blackwell, RD., & Miniard, PW., 1993. Consumer Behavior. Seventh Edition. USA: The Dryden Press.

[13] Fotini Patsioura, Maro Vlachopoulou and Vicky Manthou, 2009. A New Advertising Effectiveness Model for Corporate Advertising Web Sites. Benchmarking: An International Journal Vol. 16 3 pp.372-386.
[14]
Fotini Patsioura, Maro Vlachopoulou and Eleonara, 2011. A Relationship Marketing Model for Brand Advertising Websites: An Analysis of Consumers' Perceptions. International Journal of Management Vol.28 # 4 Part 1.

[15] Ferdinand. Augusty, 2000. Structural Equation Modelling in Management Penenelitian, Diponegoro University Press, Semarang. Gresi Sanje and Isil Senol, 2012. The Importance of Online Behavioral Advertising for Online Retailers. International Journal of Business and Social Science Vol.3 18, 2012.

[16] Geoffrey and Lincoln, 2012. A Model of Consumer Response to Advertising Music. Journal of Consumer Marketing 29/1 (2012) 22-24.

[17] Giorgio Brajnik and Silvia Gabrielli, 2010. A Review of Online Advertising Effects on the User Experience. Intl. Journal of Human-Computer Interaction, 26 (10), 971-997, 2010.

[18] Hyunjae Yu, Hye-Jin Paek and Bumjun Bae, 2008. Cross-cultural comparison of interactivity and advertising appeals on antismoking web sites in the United States and South Korea. Internet Research Vol. 18 No. 5, 2008 pp. 454-476.

[19] Hair, Joseph F. Jr., Rolph E. Anderson, Ronald L. Tatham and William C. Black, 1998. Multivariate Data Analysis with Readings, Fourth Edition, New Jersey Prentince-Hall, Inc.

[20] Haigood, TL, and balance scales, PA 1999. The Impact of Involvement and Argument Type on the Persuasiveness of Popularity Claims in Advertising. In Proceedings of the American Marketing Association Winter Educators' Conference, Vol. 10. Chicago, IL: AmericanMarketing Association, 19-20.

[21] Henry Maria, 2008. Integrative online shopping models: The mediating role of advertising. ProQuest Dissertations and Theses: The Humanities and Social Sciences Collection.

[22] Howard, John A. and Seth, Jagdisth N., 1969. The Theory of Buyer Behavior. New York: John Willey & Sonds, Inc.

[23] Hardesty, DM, Carlson, JP, and Bearden, WO 2002. Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising. Journal of Advertising, 31 (2), 1-15.

[24] Ilham, Sermani Moh. 2005. Consumer Behavior in Decision Making Purchasing Products: Overview Promotion Strategies in marketing. Publisher Scholastic Press Jakarta.

[25] Isbond, Peter Paul J, 2002. Consumer Behavior and Marketing Strategy. McGraw Hill International, London.

[26] Jae Jin Park, 2003. Understanding the Consumer Intention to Shop Online. A Dissertation Presented to the Faculty of the Graduate School of the University of Missouri - Columbia.

[27] John Chandler-Pepelnjak, 2010. Modeling Conversions in Online Advertising. The University of Montana.

[28] James Mathew, Peter M. Ogedebe and Segun Ogedebe M., 2013. Influence of Web Advertising on Consumer Behavior in Maiduguri Metropolis, Nigeria. Social Asian Journal of Social Sciences & Humanities.

[29] Joonghwa Lee, MA and Mira Lee, Ph.D., 2011. Factors Influencing the Intention to Watch Online Video Advertising. Cyberpsychology, Behavior, and Social Networking Volume 14, Number 10.

[30] Justin P. Johnson, 2013. Targeted Advertising and Advertising Avoidance. RAND Journal of Economics Vol.44, No.1 pp.128-144, 2013.

[31] Jiang, Pingjun and Rosenbloom, Bert, 2005. Customer intention to return online European Journal of Marketing; 2005; 39, 1/2; ABI / INFORM Complete pg. 150.

[32] Kelman, H. C. 1961. Processes of Opinion Change. Public Opinion Quarterly, 25, 57-78.

[33] Kaynak, Erdener; Kucukemiroglu, Orsay, Kara, Ali. Creating effective advertising strategies in developing markets. International Journal of Commerce and Management; 1996: 6, 3/4 ABI / INFORM Complete pg. 105.

[34] Kotler, P., 2003. Marketing Management. Elevent Edition. USA: Pearson Education, Inc.

[35] Kotler, P., Armstrong, G., Saunders, J., and Wong, V., 1999. Principles of Marketing. 2nd Edition. USA: Prentice-Hall, Inc.

[36] Kotler, Philips, 2007. Marketing Strategy and Management: Analisys, Planning, Implementation and Control. 8th ed. Englewood Cliffs, NJ: Prentice Hall International. Inc.

[37] Mackie, DM 1987. Systematic and Nonsystematic Processing of Persuasive Communications Majority and Minority. Personalityand Journal of Social Psychology, 53, 41-52.

[38] Malthouse, Edward C. Calder, Bobby J. Tamhane, Ajit. The Effects Of Media Context Experiences On Advertising Effectiveness Journal of Advertising.Fall 2007; 36, 3; ProQuest pg. 7

[39] Pollay, RW 1983. Measuring Manifest der Cultural Values in Advertising.Current Issues and Research in Advertising, 6: 71-92.

[40] Richards, Jef Curran and Catharine M, 2002. The Oracles on "advertising": Searching for a definition. Journal of Advertising 31, 2; ProQuest pg. 63.

[41] Stern, BL, Krugman, DM, & Resnik, A. 1981. Magazine Advertising: An Analysis of Its Information Content - Do Advertisement inform or persuade? .Journal Of Advertising Research, 21 (2): 39-44.

[42] Schiffman, Leon G. and Kanuk, Leislie Lazar, 2000. Consumer Behavior. Seventh Edition. USA: Prentice-Hall, Inc.

[43] Stoner, J.A.F. R.E. Freeman, 1999. Management in Marketing and Strategy Planning.6th.ed. Englewood Cliffs, NJ: Prentice Hall International. Inc.

[44] -----------------------, 2003.Strategy of Promotion Mix.Englewood Cliffs, NJ: Prentice Hall International. Inc.

[45] Swastha, Basu, 2001. Marketing Management. London: Youth Work.

[46] Sabatini and Joanna, 2000. Reebok makes its move into online marketing. Adweek; Jan 3,; ProQuest Research Library pg. 28.

[47] Stewart, David W. McGann, Anthony F., Speculations on the Future of Advertising Research Journal of Advertising. September 1992; 21, 3. ProQuest pg. 1

[48] Stefan Schwarzkopf., 2009. What Was Advertising? The Invention, Rise, Demise, and Disappearance of Advertising Concepts in Nineteenth- and Twentieth-Century Europe and America. Business and economic on-line, vol 7.

[49] Shaffer, Greg, Zettelmeyer, Florian. Advertising in a Distribution Channel.Marketing Science.Fall 2004; 23, 4; ProQuest pg. 619

[50] Terry, George R., 2004. Consumer Behavior and Designers in Taking Decision. Six Edition, Prentice Hall, New Jersey.

[51] Terri J. Seligman, 2004. through Online Marketing Promotions. The Computer & Internet Lawyer Volume 21, Number 4 April 2004.

[52] Tjiptono, Fandy, 2004. Marketing Strategy. Publisher Andi, Yogyakarta.

[53] Wilkie, Wieliam L., 1990. Consumer Behavior. 2nd. Edition. Canada: John Wiley & Sons, Inc.

[54] Wolin, Lori D, Korgaonkar and Pradeep, 2003. Web advertising: Gender differences in beliefs, attitudes and behavior. Internet Research; 13, ProQuest pg. 375.

[55] Wathen, C Nadine; Burkell, Jacquelyn, 2002. Believe it or not: Factors Influencing credibility on the Web. Journal of the American Society for Information Science and Technology; January 15, 2002; 53, 2; ProQuest pg. 134.

[56] Ying Wang and Shaojing Sun, 2009. Examining the role of beliefs and attitudes in online advertising A comparison between the USA and Romania. International Marketing Review Vol. 27 No. 1, 2010 pp. 87-107.

[57] Zaltman, Gerald and Wallendorf, Melanie, 1979. Consumer Behavior: Basic Findings and Management Implications. USA: John Wiley & Sons Inc.

[58] Zain-Ul-Abideen and Salman Saleem, 2010. Effective advertising and its influence on consumer buying behavior. European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 Vol 3, No.3.