The role of advertisements towards batik purchasing behaviour
List of Authors
  • Julinawati Suanda , Khing Fang Jing

Keyword
  • consumer buying behaviour, advertisement, celebrity endorsement, advertisement attractiveness, emotional advertisement

Abstract
  • The growth of the batik industry in Malaysia is affected by fierce competition and less exposure of society to traditional handicrafts, especially the younger generation. Consumer buying behaviour is significantly influenced by advertising. Hence, this study was to identify the relationship between batik buying behaviour with three advertisement elements which are celebrity endorsement, advertisement attractiveness and emotional advertisement. The survey data was collected from 390 public university students. The statistical techniques utilized in this study include descriptive analysis, reliability test, correlation analysis, and regression analysis. The findings indicate that all the independent variables have a positive relationship with buying behaviour. It will help batik entrepreneurs in developing effective advertising strategies by taking into consideration the advertisement elements examined in this study, especially the advertisement attractiveness.

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