THE IMPACT OF JD.ID'S TELEVISION ADVERTISING EXPOSURE "KENA TIU SHAMPO PALSU" TOWARDS PURCHASE INTENTION AMONG PRESIDENT UNIVERSITY STUDENTS

Abstract

Advertising is the core idea that is presented in non-personal ways to create purchase intention. This research attempted to investigate the impact of JD.ID’s Advertisement Exposure on Television towards Purchase Intention among President University students. This research was conducted on 100 students, come from all majors. Majority of the respondents admitted that the tagline “Dijamin Ori” strengthen the ads to be easy to remember. Theory used in this study was Individual Differences and the method was quantitative in nature. The result has shown that JD.ID’s Television Advertising Exposure influences 34.4% towards Purchase Intention and the regression coefficient values obtained in this study was Y= 9.321 + 0.473X. In summary, television as an advertising media used by JD.ID has successfully increased the purchase intention.