Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali

Marketer and advertiser concerns on how they can make their advertisement more effective and efficient through applications of appeals because it is important. Using different type of advertising appeals, are found very effective for marketing strategies especially in online marketing. People may ha...

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Main Author:	Md Sazali, Siti Sofea
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2017
Online Access:	http://ir.uitm.edu.my/id/eprint/17300/ http://ir.uitm.edu.my/id/eprint/17300/1/PPb_SITI%20SOFEA%20MD%20SAZALI%20BM%2017_5.pdf

id	uitm-17300
recordtype	eprints
spelling	uitm-173002019-04-18T02:18:06Z http://ir.uitm.edu.my/id/eprint/17300/ Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali Md Sazali, Siti Sofea Marketer and advertiser concerns on how they can make their advertisement more effective and efficient through applications of appeals because it is important. Using different type of advertising appeals, are found very effective for marketing strategies especially in online marketing. People may have interest and spend time to watch such type of advertisings which give information about specifications and products features and subsequently having an intention to purchase the product. In this study, level of purchase intention is being measured, a relationship between purchase intention as a dependent variable with different types of advertising appeal in online cosmetic was investigated. Celebrity endorser, rational and emotional appeal are being selected as an independent variable and had been used in this study. Data were collected from 100 respondents of gen Y by distributed questionnaire at Aeon Mall Bandaraya Melaka and the result was analysed using SPSS. To find out the significant relationship between independent variable and dependent variable, the collected data are being analysed using Reliability Analysis, Descriptive Analysis, Correlation, Coefficient and Regressions. From the research it is found that level of purchase intention on online purchase intention of cosmetic product is high among the gen Y and it have a high and significant relationship with emotional appeal. Furthermore, emotional appeal is found to be the most influence appeals towards purchase intention of gen Y on online cosmetic product. Faculty of Business and Management 2017 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17300/1/PPb_SITI%20SOFEA%20MD%20SAZALI%20BM%2017_5.pdf Md Sazali, Siti Sofea (2017) Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
description	Marketer and advertiser concerns on how they can make their advertisement more effective and efficient through applications of appeals because it is important. Using different type of advertising appeals, are found very effective for marketing strategies especially in online marketing. People may have interest and spend time to watch such type of advertisings which give information about specifications and products features and subsequently having an intention to purchase the product. In this study, level of purchase intention is being measured, a relationship between purchase intention as a dependent variable with different types of advertising appeal in online cosmetic was investigated. Celebrity endorser, rational and emotional appeal are being selected as an independent variable and had been used in this study. Data were collected from 100 respondents of gen Y by distributed questionnaire at Aeon Mall Bandaraya Melaka and the result was analysed using SPSS. To find out the significant relationship between independent variable and dependent variable, the collected data are being analysed using Reliability Analysis, Descriptive Analysis, Correlation, Coefficient and Regressions. From the research it is found that level of purchase intention on online purchase intention of cosmetic product is high among the gen Y and it have a high and significant relationship with emotional appeal. Furthermore, emotional appeal is found to be the most influence appeals towards purchase intention of gen Y on online cosmetic product.
format	Student Project
author	Md Sazali, Siti Sofea
spellingShingle	Md Sazali, Siti Sofea Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
author_facet	Md Sazali, Siti Sofea
author_sort	Md Sazali, Siti Sofea
title	Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
title_short	Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
title_full	Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
title_fullStr	Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
title_full_unstemmed	Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali
title_sort	relationship of advertising appeal towards purchase intention of generation y’s on online cosmetic product. / siti sofea md sazali
publisher	Faculty of Business and Management
publishDate	2017
url	http://ir.uitm.edu.my/id/eprint/17300/ http://ir.uitm.edu.my/id/eprint/17300/1/PPb_SITI%20SOFEA%20MD%20SAZALI%20BM%2017_5.pdf
first_indexed	2023-09-18T22:58:00Z
last_indexed	2023-09-18T22:58:00Z
_version_	1777417983526699008

Relationship of advertising appeal towards purchase intention of generation Y’s on online cosmetic product. / Siti Sofea Md Sazali

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