Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision

Authors

  • N.Z. Nizam Universiti Teknikal Malaysia Melaka (UTeM)
  • J.A. Jaafar

Abstract

A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Melaka, Malaysia. A series of survey was conducted from 200 respondents and were analyzed quantatively. The results showed among the attitude towards ads, ability to recall and frequency of clicking ads had significantly gave impact to the purchasing decision by the customers. For the recommendations discussed to the advertisers to have good understanding on how to advertise effectively (using marketing strategy program) and do some innovation of the products in terms of the products association.

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Published

2018-10-25

How to Cite

Nizam, N., & Jaafar, J. (2018). Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision. International Journal of Human and Technology Interaction (IJHaTI), 2(2 October), 9–16. Retrieved from https://ijhati.utem.edu.my/ijhati/article/view/3693

Issue

Vol. 2 No. 2 October (2018)

Section

Humanities and Technology

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