Abstract
This study aims to determine the effect of attention, interest, desire and action advertising variables on consumer purchasing decisions for Starbucks Coffee at Sultan Hasanuddin International Airport Makassar. From this study, it was found that there was a significant effect of attention, interest, desire and action advertising variables on consumer purchasing decisions for Starbucks Coffee at Sultan Hasanuddin International Airport Makassar, and the regression equation was obtained: Y = 4,475 + 0,439 (X1) + 0,185 (X2) + 0,409 (X3) + 0,134 (X4). From the equation above, it can be seen that the attention variable has a greater influence when compared to other variables. The importance of consumer assessment of product purchase decisions through advertising must be a concern for the company, therefore it is necessary to further improve the creativity and quality of advertising messages in an effort to obtain good ratings from consumers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
