The impact of messages appeals and frequency of appearance in online advertisement about Samsung smartphone toward buying interest
Smartphone is a cellular phone which is capable of executing various functions in a computer, generally it has a wide screen that is able to touch in order to perform the programs. In 2017, smartphone users in Indonesia are predicted to 103,6 million which means that almost 40% of the total population or 53% of mobile phone users are using smartphone. Samsung?├ç├ûs early success in the smartphone world began in 27 April 2009. Samsung smartphone current price (2014) starts from 800.000 Rupiah and the top price 8.200.000 Rupiah. However, when entering in the mid of 2014 Samsung smartphone experienced a decline in sales, Tight competition became the major problem for Samsung in the smartphone market. Indonesia has many internet users, 42 million are active in using internet from the total 252 million of country population. According to Business Dictionary (2009), ?├ç┬úUse of Internet as an advertising medium where promotional messages appear on a computer screen?├ç├ÿ is the definition of online advertising. Message Appeal is the appeal of advertisement that can attract the attention of the viewers. Frequency of Appearance is the number of times an audience is exposed by a media within a period of time. Buying Interest is an interest that occurs from the source of motivation which encourages people to perform exactly what they want when they are able to freely choose. This research is using 93 respondents and multiple regressions model to calculate the result. Which explain that the result from the analysis has shown that variable massages appeals (X1) have coefficient regression of 0.545 is positive toward buying interests (Y). The result from the analysis has shown that variable frequency of appearance (X2) have coefficient regression of 0.278 is positive toward buying interests (Y). The result from the analysis has shown that the combination of variable massages appeals (X1) and frequency of appearance (X2) which have coefficient regression of 0.545 and 0.278 is positive toward buying interests (Y).
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