Building up a favourable customer purchase attitude by presenting digital messages

Lee, Sook Khei (2018) Building up a favourable customer purchase attitude by presenting digital messages. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, technology advancement has enabled internet penetration into every part of our lives, and we are spending more time on the internet. Newspaper, radio, and TV were the early media to advertise the products, but now the internet advertisement is growing at faster growth rate as compared to the growth of traditional advertisement. This had increased the possibilities that people exposed to the digital advertising. Digital advertising act as an important factor in order to build up favourable purchase attitude and further increase their purchase intention. A successful digital message will usually motivate purchases and encourage their post-purchase thus will build brand loyalty towards the products/services. The purpose of this research is to study how to set up an attractive message that appeal in digital advertising which can build up a favourable purchase attitude and hence it might increase customer purchase intention. A digital messages content include verbal, non-verbal, semiotics and symbolism, combination of verbal and non-verbal, and combination of all digital messages. In this study, researcher has chosen the descriptive study which be able to describe the variables. Quantitative research design is been chosen by the researcher as the methodological method and done by using questionnaire and distributed to total 400 sample size. The results after analysed shows that all of independent variables have positive relationship with dependent variable. However, there were not all hypothesis been accepted during this study. As conclusion, the most important factor that can build up customer purchase attitude was the combination of all digital messages.

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