Pengaruh Penampilan Keberagaman dalam Periklanan terhadap Minat Pembelian

Authors

  • Lina Budiarti Politeknik Negeri Malang
  • Rena Feri Wijayanti Politeknik Negeri Malang

DOI:

https://doi.org/10.37112/bisman.v5i3.2262

Keywords:

Diversity, Brand Perception, Purchase Intention

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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Published

2022-11-17

Issue

Vol. 5 No. 3 (2022): November 2022

Section

Articles

License

Copyright (c) 2022 Bisman (Bisnis dan Manajemen): The Journal of Business and Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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