Kreativitas Analisis Hubungannya Terhadap Efektivitas Iklan Dan Minat Pembelian Konsumen

Abstract

This study aims to analyze the influence of ad creativity, endorser credibility, and ad broadcast timing on ad effectiveness and its impact on consumer purchase interest. Ad effectiveness is measured using the AIDA model (Attention, Interest, Desire, Action), encompassing stages from attention to purchase action. The research adopts a qualitative approach with a phenomenological method to uncover phenomena occurring in the field. The research sample was selected through purposive sampling with criteria relevant to achieving the research objectives.

The analysis results indicate that ad creativity, endorser credibility, and ad broadcast timing significantly influence ad effectiveness. Additionally, ad effectiveness is found to mediate the relationship between these factors and consumer purchase interest. Descriptive analysis reveals that respondents are predominantly young individuals with high school and undergraduate education, reflecting logical characteristics in purchase decision-making.

Validity and reliability testing of the instruments show that all research variable indicators are valid and reliable. Thus, the study concludes that high ad effectiveness mediates the relationship between ad creativity, endorser credibility, and broadcast timing with consumer purchase interest. These findings contribute to marketing strategies, particularly in the development of effective advertising programs to enhance consumer loyalty and purchase intentions.