Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia

Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia

In the new era and the modern world advertising industry is experiencing fast extraordinary changes. Commonly, advertising is one of platform for communication that used to inform, persuade and remind consumers about the existence of certain products or services in the certain market. Advertising, s...

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Main Author: Yuhalis, Abdul Hadi
Format: Thesis
Language:eng
eng
Published: 2016
Subjects:
HF5801-6182 Advertising
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/6429/1/s818368_01.pdf
https://etd.uum.edu.my/6429/2/s818368_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Sulaiman, Yaty
topic HF5801-6182 Advertising
HF5415.33 Consumer Behavior.
spellingShingle HF5801-6182 Advertising
HF5415.33 Consumer Behavior.
Yuhalis, Abdul Hadi
Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
description In the new era and the modern world advertising industry is experiencing fast extraordinary changes. Commonly, advertising is one of platform for communication that used to inform, persuade and remind consumers about the existence of certain products or services in the certain market. Advertising, shows as a favorite type to students in influencing their buying behavior, however, students tend to follow the perception and the buying pattern of the family. Moreover, student buying behavior affected by the family when they take control of the student’s economic situation by manipulating the amount of allowance and controlling the spending power. Thus, the main of the study to examine the factors that influence students buying behavior, according to consumer opinion, such as qualities of product advertise, price of product advertises, the brand image of product advertises and celebrity endorsement. This study was conducted towards the opinion of undergraduate full time students in Universiti Utara Malaysia. The total of 400 questionnaires was distributed, however, only 392 can be analyzed. The outcomes showed after analysis by using the Statistical Package for Social Science Program (SPSS) software version 22.0, that the qualities of product advertises, price of product advertises, the brand image of product advertises has a positive influence on consumer’s buying behavior. Besides that, the implication of the theory and practice as well as suggestions for future research are also discussed in this study.
format Thesis
qualification_name masters
qualification_level Master's degree
author Yuhalis, Abdul Hadi
author_facet Yuhalis, Abdul Hadi
author_sort Yuhalis, Abdul Hadi
title Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
title_short Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
title_full Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
title_fullStr Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
title_full_unstemmed Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia
title_sort impact of advertising on consumer's buying behavior among undergraduate students in universiti utara malaysia
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2016
url https://etd.uum.edu.my/6429/1/s818368_01.pdf
https://etd.uum.edu.my/6429/2/s818368_02.pdf
_version_ 1747828075103518720
spelling my-uum-etd.64292021-12-08T03:18:17Z Impact of advertising on consumer's buying behavior among undergraduate students in Universiti Utara Malaysia 2016 Yuhalis, Abdul Hadi Sulaiman, Yaty School of Business Management School of Business Management HF5801-6182 Advertising HF5415.33 Consumer Behavior. In the new era and the modern world advertising industry is experiencing fast extraordinary changes. Commonly, advertising is one of platform for communication that used to inform, persuade and remind consumers about the existence of certain products or services in the certain market. Advertising, shows as a favorite type to students in influencing their buying behavior, however, students tend to follow the perception and the buying pattern of the family. Moreover, student buying behavior affected by the family when they take control of the student’s economic situation by manipulating the amount of allowance and controlling the spending power. Thus, the main of the study to examine the factors that influence students buying behavior, according to consumer opinion, such as qualities of product advertise, price of product advertises, the brand image of product advertises and celebrity endorsement. This study was conducted towards the opinion of undergraduate full time students in Universiti Utara Malaysia. The total of 400 questionnaires was distributed, however, only 392 can be analyzed. The outcomes showed after analysis by using the Statistical Package for Social Science Program (SPSS) software version 22.0, that the qualities of product advertises, price of product advertises, the brand image of product advertises has a positive influence on consumer’s buying behavior. Besides that, the implication of the theory and practice as well as suggestions for future research are also discussed in this study. 2016 Thesis https://etd.uum.edu.my/6429/ https://etd.uum.edu.my/6429/1/s818368_01.pdf text eng public https://etd.uum.edu.my/6429/2/s818368_02.pdf text eng public masters masters Universiti Utara Malaysia Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3),347-356. http://dx.doi.org/10.2307/3151897 Aaker D. A., Batra R.,and Myers J.G.,(1992). Advertising management, 4th ed. Englewood Cliffs, N.J: Prentice Hal, xiii,593p. Abdullah Osman, Shahrul Nizam Salahuddin, Abdul Rahim Romle, Safizal Abdullah and Yi Jin Lim, (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance 35 ,401 – 410 Abideen, Zain-Ul-, and Salman Saleem.(2011). 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