DETERMINANTS OF THE INTENTION TO PURCHASE ADVERTISED BANKING PRODUCTS

Burhanudin Burhanudin; Nurpatria Puspayudha Putranagara Mahardhika; Bagus Suminar; Rahman Recha Rahmad Simanjuntak; Heny Safitri Hudan Ningrum

Authors

Burhanudin Burhanudin Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Hayam Wuruk Perbanas
Nurpatria Puspayudha Putranagara Mahardhika Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Hayam Wuruk Perbanas
Bagus Suminar Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Hayam Wuruk Perbanas
Rahman Recha Rahmad Simanjuntak Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Hayam Wuruk Perbanas
Heny Safitri Hudan Ningrum Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Hayam Wuruk Perbanas

Keywords:

Purchase intention, Subjective norms, Attitude, Perceived behavioral control, Advertising value, Electronic word of mouth

Abstract

Advertisement is a common way for banks to sell their products. So, it's important to find out why people want to buy the things that are advertised. The purpose of this study is to investigate how subjective norms, attitude, perceived behavioral control, advertising value, and electronic word of mouth (eWOM) affect the intention to purchase advertised banking products. Then, a survey was conducted to test these factors, and as many as 227 individuals took part in the survey. The results showed that advertising value and eWOM had a significant effect on how likely customers were to buy bank products that were advertised. This study did not find that subjective norms, attitude, and perceived behavioral control had any effect on the intention to buy. If marketers of banking products want people to buy the advertised product, they need to make ads that help people understand the advertised product and spread the word about it among customers.

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