Cultivating Consumer Choices: Unveiling the Impact of Jingles, Brand Ambassadors, e-WOM, and Creativity in E-Commerce Advertising
Abstract
The onset of the Covid-19 pandemic severely impacted the Indonesian economy, causing a significant downturn that affected numerous large businesses. However, e-commerce companies appeared resilient, with their transaction values continuing to rise year by year. Interestingly, these e-commerce companies also became some of the highest spenders on advertising in 2023. This phenomenon prompted researchers to investigate the determinants of e-commerce advertising effectiveness. The study focuses on four independent variables, namely music jingle advertisements, brand ambassadors, electronic word-of-mouth (E-WOM), and creative advertisements, and their impact on the dependent variable, purchasing decisions. Employing a quantitative research approach, the study utilizes non-probability sampling, specifically snowball sampling, with a total of 201 respondents. The Likert scale method is used for data collection, and SPSS is employed for data analysis. The findings reveal that music jingle advertisements have no significant influence on purchasing decisions. In contrast, brand ambassadors, E-WOM, and creative advertisements significantly affect purchasing decisions.
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