Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Vol. 5 No. 3 (2022): November 2022

Pengaruh Penampilan Keberagaman dalam Periklanan terhadap Minat Pembelian

Lina Budiarti (Politeknik Negeri Malang)
Rena Feri Wijayanti (Politeknik Negeri Malang)

Article Info

Publish Date
17 Nov 2022

Abstract

This study aims to determine the effect of the appearance of racial diversity, body type, hair type, and skin color in advertisements on purchase intention. A total of 105 questionnaires were distributed to students in Malang City who were selected using convenience sampling technique. Hypothesis testing is done by using one sample t-test. The results showed that respondents did not have a good perception of diversity in advertising, in terms of race, body type, hair type, and skin color.

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Journal Info
Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Website

Abbrev

bisman

Publisher

Universitas Islam Majapahit

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Bisman (Bisnis dan Manajemen): The Journal of Business and Management, is an electronic scientific journal published online twice per year or once per semester in February and August. Bisman (Bisnis dan Manajemen): The Journal of Business and Management has been rewarded e-ISSN 2614-6592 since 2018, ...