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All Journal KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vico Yodian
Institut Teknologi dan Bisnis Kalbis
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The effect of exposure to vivo contraceptive ads on viewers' buying interest (survey of followers of the instagram account @vivo_id) Vico Yodian; Salman Salman
KALBISIANA Jurnal Sains, Bisnis dan Teknologi Vol. 9 No. 4 (2023): Kalbisiana
Publisher : UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisiana.v9i4.3163

Abstract

Advertising is a form of persuasive communication with the aim of attracting consumers' buying interest in the advertised product. This research aims to determine whether there is an influence of exposure to Vivo contraceptive advertising on followers' buying interest from the Instagram account @vivo_id. This study uses a positivistic paradigm with a quantitative approach. Data was collected using a questionnaire to 100 @vivo_id followers. Based on the results of statistical tests, there is a strong, positive and significant relationship between exposure to Vivo contraceptive advertising and buying interest of @vivo_id followers. Besides that, the results of the coefficient of determination show that exposure to advertising for Vivo contraceptives has an influence of 89.49% on purchasing interest, while the remaining 10.51% is influenced by other factors.
Co-Authors Salman Salman