Ad-Creativity, Internal Consumer Response, and Purchase Intention: An Evaluation upon Ardiles “Flash Mom” TV Ad

Hatane Samuel,Janice Aurellia

doi:10.1051/shsconf/20173300043

Abstract

This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles’ “Flash Mom” TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some primary schools in Surabaya. Each of them were shown the ardiles’ advertisement entitled “flash mom” twice and then they were asked to answer the questionare. The research variable Ad- Creativity as the independent variable consist of Divergence dimention which is measured by five indicators and Relevance dimention which is measured by three indicators. Internal Consumer Response as the mediation variable consist of cognitive and affective response dimentions, which each of them is measured by three indicators. Three indicators measure the Purchase Intention as the dependent variable. This research use Partial Least Square (PLS) as the quantitative analysis tool. The results prove that there are positive effect from Ad-Creativity to Internal Consumer Response, there are positive effect on Internal Consumer Response to Purchase Intention, and there are positive effect on Ad-Creativity to Purchase Intention.

Highlights

Domestic footwear production in Indonesia has an enormous sales value and can significantly influence Indonesian economic
From the data collected on 100 respondents who have answered the questionare, the researchers analyzed based on the steps as explained before which is first reliability evaluation through indicator reliability evaluation and internal consistency reliability evaluation
For the Ad-Creativity variable (X) which is constructed by divergence dimention and relevance dimention all the loading factors are above 0,7 so it can be said that both dimentions have good indicator reliability

Summary

Introduction

Domestic footwear production in Indonesia has an enormous sales value and can significantly influence Indonesian economic. Creativity is the main key to create the advertisement that can communicate the company goal, [2]. Ardiles uses persuasive media communication through tv ads that keep updating every year in order to approach the consumer. The company uses tv ad in order to create the awareness of a product or a new brand, inform the fitur and product excellence, create the taste upon the product or brand or even persuade the consumer to buy the product or brand that has been advertised, so that the prospective consumert might have persuasive and emotional interest, [5]. It is important to know how the consumerts are able to show their response during or after watching the tv ads, and whether the advertisement is able to meet the communication goal, [6]

Literature Review

Research method

Data analysis

Findings

Discussion

Conclusion and Research Limitation