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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Main Author: Mohamad Taufik, Ariffin
Format: Thesis
Language:eng
eng
Published: 2023
Subjects:
Online Access:https://etd.uum.edu.my/10863/1/Depositpermission_s830093.pdf
https://etd.uum.edu.my/10863/2/s830093_01.pdf
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spelling 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
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