PENGARUH WEBSITE INTERFACE FEATURES, BRAND AMBASSADOR DAN CREATIVE ADVERTISING TERHADAP ADVERTISING EFFECTIVENESS SERTA DAMPAKNYA TERHADAP ONLINE SHOPPING INTENTION

Bambang Setia Wibowo

Abstract


This study examined the influence of brand ambassador reputation, website
interface features and creative advertising to advertising effectiveness and its impact to
online shopping intention. This study is the integration of previous studies to determine
the effect of simultaneous between variables and the variable advertising effectiveness as
a mediating variable in the influence of brand ambassador reputation, website interface
features and creative advertising to online shopping intention. Respondents of this study
were 115 university students who have ever seen e-commerce advertisements on electronic
media participated in this reseach. There are several findings in this study. First, brand
ambassador reputation has positive effect to advertising effectiveness. Second, website interface features has positive influence to the advertising effectiveness. Third, creative
advertising has positive effect to advertising effectiveness. Fourth, advertising effectiveness
has positive effect on online shopping intention. Fifth, advertising effectiveness perfectly
mediate the effect of brand ambassador reputation, website interface features and creative
advertising to the online shopping intention.

Keywords : brand ambassador reputation, website interface features, creative advertising,
advertising effectiveness, online shopping intention


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DOI: https://doi.org/10.24002/modus.v28i2.849

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