Impact of advertising on consumer purchase decision among university students

International Journal of Research Studies in Management
2021 Volume 9 Issue 2

Available Online: 6 August 2021

Author/s:

Lau, Hui Hong John
University Malaysia Sarawak (UNIMAS), Malaysia (johnlau7861@gmail.com)

Wah, Nur Constance*
University Malaysia Sarawak (UNIMAS), Malaysia (wnconstance@unimas.my)

Khalique, Muhammad
Mirpur University of Science and Technology (MUST), Pakistan (drmkhalique@gmail.com)

Abstract:

Advertising is an integral part of the business enterprises to attract consumers and it often uses in the society. In society, advertising has many shapes such as billboard, poster, television, telephone, social media, print media and radio. This study aims to determine the impact of advertising on consumer purchase decision among the undergraduate students in Sarawak public university. To achieve the objective of the study, AIDA Model was employed. Structured survey forms were used to gather the data from the targeted respondents. Purposive sampling technique was used to select the students and 383 individuals participated in the study. Four research hypotheses were established, based on strong theoretical foundation. Multiple regression analysis was used to test the proposed research hypotheses and findings express four research hypotheses were supported. The results of this study imply that AIDA Model is useful for successful advertising.

Keywords: AIDA model, advertising, consumer purchase decision, university, students

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DOI: https://doi.org/10.5861/ijrsm.2021.m031

Cite this article:
Lau, H. H. J., Wah, N. C., & Khalique, M. (2021). Impact of advertising on consumer purchase decision among university students. International Journal of Research Studies in Management, 9(2), 1-11. https://doi.org/10.5861/ijrsm.2021.m031

*Corresponding Author