PENGARUH ADVERTISING EXPOSURE FREQUENCY DAN ADVERTISING APPEAL LAZADA TERHADAP IMPULSIVE BUYING PENGGUNA APLIKASI LAZADA DI GARUT
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2026-08-03Downloads
Abstract
This study aims to determine the influence of advertising exposure frequency and advertising appeal on impulsive buying amongst users of the Lazada app in Garut. Consumer behaviour on e-commerce platforms indicates that a high frequency of exposure to digital advertisements, coupled with the appeal of the advertisements displayed, can encourage consumers to make spontaneous purchases without prior planning. The approach used in this study is quantitative, employing an explanatory research method. Data collection was carried out by distributing questionnaires to Lazada app users in Garut who met the study criteria. The research sample comprised 100 respondents selected using purposive sampling. Data analysis was carried out using Structural Equation Modelling (SEM) based on Partial Least Squares (PLS) with the aid of SmartPLS 3.0 software. The results of the study indicate that Advertising Exposure Frequency has a positive and significant effect on Impulsive Buying. Furthermore, Advertising Appeal also has a positive and significant effect on Impulsive Buying. These findings suggest that the more frequently consumers are exposed to advertisements and the more appealing the advertisements are, the greater the tendency for consumers to make impulsive purchases. This study reinforces the findings of previous research and confirms the importance of the frequency of ad exposure and the appeal of advertisements in increasing impulsive purchasing behaviour among Lazada app users.
Keywords:
Advertising Exposure Frequency Advertising Appeal Impulsive Buying Lazada E-commerceReferences
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Copyright (c) 2026 Mira Nur Aeni, Hedi Cupiadi, Hilman Rismanto
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