Advertising Factors Affecting Purchase Intention of Sportswear Products for Batam City People

Abstract

Purpose – This study aims to verify whether the variables in social media advertising affect the Purchase Intention of sportswear products mediated by the Attitudes toward Advertising variable. Methodology/ approach – This study uses a causal-comparative method. The population in this study is the people of Batam City who actively use social media. The research sample is Batam City people who have watched social media advertisements. The sample collected in this study numbered 305 respondents. The data is then processed using SmartPLS software. Findings – It is found that social media advertising variables, namely Entertainment, Informativeness, Emotional Appeal, and Creativity have a significant positive effect on Attitudes toward Advertising and indirectly influence Purchase Intention mediated by Attitudes toward Advertising. Novelty/value – This study differentiates itself from the previous research not discussing sportswear products during the Covid-19 pandemic in Batam City. Keywords: Entertainment, Informativeness, Credibility, Emotional Appeal, Creativity, Attitudes toward Advertising, Purchase Intention