Effectiveness of Twin Date Shopee Advertising on Purchase Decisions Moderated by Brand Awareness: A Study on Students of Malang City, Indonesia

Abstract

Aims: The aim of this research is to determine the effectiveness of twin date shopee advertising on purchase decisions moderated by brand awareness: a study on students of Malang city. Study Design: This study uses quantitative approach and type of approach applied​ is descriptive explorative. Place of Study: Respondent profiles are presented in terms of gender, institution of origin, using Shopee application, ever seeing Shopee advertisements on twin dates and number of purchases of local products. Methodology: The sampling methodology used was non-probability sampling, with a purposive sampling technique. The respondents in this study were 130 students, these samples were produced by multiplying 26 statement items multiplied by 5 and resulting a total of 130. The data results were processed by using SmartPLS version 3.0. Results: Based on the results of hypothesis testing, advertising effectiveness has a positive and significant effect on purchasing decisions and brand awareness is not able to directly moderate advertising effectiveness on purchasing decisions. Conclusion: The effectiveness of Shopee twin date advertisements on Instagram social media has a positive and significant effect on purchasing decisions for local brand products at Shopee stores among Malang city students. This means that the higher the quality of Shopee Twin Dates advertisements on Instagram social media, the greater the purchasing decisions made by consumers in Malang City. Brand awareness is unable to moderate the effectiveness of Shopee twin date advertisements on Instagram social media on purchasing decisions for local brand products at Shopee stores among Malang city students.