The Role of Advertisements towards Batik Purchasing Behaviour

  • Julinawati Suanda Universiti Malaysia Perlis
  • Khing Fang Jing
  • Tunku Salha Tunku Ahmad
  • Ummi Naiemah Saraih
  • Syahida Kamil
  • Syahira Sa'aban
  • Nor Irwani Abdul Rahman
  • Hafizah Abdul Rahim

Abstract

The growth of the batik industry in Malaysia is affected by fierce competition and less exposure of society to traditional handicrafts, especially the younger generation. Consumer buying behaviour is significantly influenced by advertising. Hence, this study was to identify the relationship between batik buying behaviour with three advertisement elements which are celebrity endorsement, advertisement attractiveness and emotional advertisement. The survey data was collected from 390 public university students. The statistical techniques utilized in this study include descriptive analysis, reliability test, correlation analysis, and regression analysis. The findings indicate that all the independent variables have a positive relationship with buying behaviour. It will help batik entrepreneurs in developing effective advertising strategies by taking into consideration the advertisement elements examined in this study, especially the advertisement attractiveness.

Author Biography

Julinawati Suanda, Universiti Malaysia Perlis

Julinawati Suanda is a Senior Lecturer in Universiti Malaysia Perlis for 14 years. Prior to that, she was an Administrative Offices at the same organisation for 5 years. She is determined in her career as a leacturer and looking forward to improve in all aspects of contributing to higher education.

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Published
2023-09-30
How to Cite
SUANDA, Julinawati et al. The Role of Advertisements towards Batik Purchasing Behaviour. International Journal of Business and Technology Management, [S.l.], v. 5, n. 3, p. 456-461, sep. 2023. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/23890>. Date accessed: 13 june 2024.
Section
Articles