The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad
This study was conducted to investigate how advertising affected Petronas (M) Berhad consumer' purchasing Behaviour. The literature offered talks about the idea of advertising campaign and consumer purchasing behaviour. The researcher employed a descriptive and explanatory study methodology tha...
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my-uum-etd.108632024-01-07T01:28:58Z The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad 2023 Mohamad Taufik, Ariffin Ahmad, Norzieiriani School of Business Management School of Business Management HF5415.33 Consumer Behavior. This study was conducted to investigate how advertising affected Petronas (M) Berhad consumer' purchasing Behaviour. The literature offered talks about the idea of advertising campaign and consumer purchasing behaviour. The researcher employed a descriptive and explanatory study methodology that quantitatively describes and explains the effect of advertising campaign on consumer purchasing behaviour. An information sample of 385 respondents was used. The independent variable was determined to be advertising campaign and the dependent variable was found to be consumer buying behaviour. Advertisements that are impressive, understandable, grabbling, and memorable were thought of as sub-variables of advertising. The collected information from those who responded was then examined. A two-tailed correlation analysis revealed a high and favourable link between consumers buying behaviour and advertisements that are impressive, understandable, attention grabbling, and memorable. The correlation research also shows a strong advertising campaign between consumers' buying behaviour and commercials that are compelling, memorable, and understandable. Additionally, multiple regressions were used. Based on the findings of this study, it is advised that effective advertising campaigns that use. The projections could be utilized to increase consumer and beat competitor. This study thus contributes a fresh perspective to the existing corpus of research that will aid scholars in their quest to comprehend how advertising influence consumer buying behaviour. 2023 Thesis https://etd.uum.edu.my/10863/ https://etd.uum.edu.my/10863/1/Depositpermission_s830093.pdf text eng staffonly https://etd.uum.edu.my/10863/2/s830093_01.pdf text eng public other masters Universiti Utara Malaysia |
| institution |
Universiti Utara Malaysia |
| collection |
UUM ETD |
| language |
eng eng |
| advisor |
Ahmad, Norzieiriani |
| topic |
HF5415.33 Consumer Behavior. |
| spellingShingle |
HF5415.33 Consumer Behavior. Mohamad Taufik, Ariffin The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| description |
This study was conducted to investigate how advertising affected Petronas (M) Berhad consumer' purchasing Behaviour. The literature offered talks about the idea of advertising campaign and consumer purchasing behaviour. The researcher employed a descriptive and explanatory study methodology that quantitatively describes and explains the effect of advertising campaign on consumer purchasing behaviour. An information sample of 385 respondents was used. The independent variable was determined to be advertising campaign and the dependent variable was found to be consumer buying behaviour. Advertisements that are impressive, understandable, grabbling, and memorable were thought of as sub-variables of advertising. The collected information from those who responded was then examined. A two-tailed
correlation analysis revealed a high and favourable link between consumers buying behaviour and advertisements that are impressive, understandable, attention grabbling, and memorable. The correlation research also shows a strong advertising campaign between consumers' buying behaviour and commercials that are compelling, memorable, and understandable. Additionally, multiple regressions were used. Based on the findings of this study, it is advised that effective advertising campaigns that use. The projections could be utilized to increase consumer and beat competitor. This study thus contributes a fresh perspective to the existing corpus of research that will aid scholars in their quest to comprehend how advertising influence consumer buying behaviour. |
| format |
Thesis |
| qualification_name |
other |
| qualification_level |
Master's degree |
| author |
Mohamad Taufik, Ariffin |
| author_facet |
Mohamad Taufik, Ariffin |
| author_sort |
Mohamad Taufik, Ariffin |
| title |
The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| title_short |
The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| title_full |
The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| title_fullStr |
The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| title_full_unstemmed |
The effect of advertising campaign on consumer buying behaviour: Petronas (M) Berhad |
| title_sort |
effect of advertising campaign on consumer buying behaviour: petronas (m) berhad |
| granting_institution |
Universiti Utara Malaysia |
| granting_department |
School of Business Management |
| publishDate |
2023 |
| url |
https://etd.uum.edu.my/10863/1/Depositpermission_s830093.pdf https://etd.uum.edu.my/10863/2/s830093_01.pdf |
| _version_ |
1794023776437927936 |