Pengaruh Soft-Selling Video Iklan Produk Marjan terhadap Niat BeliKonsumen melalui Perilaku Konsumen terhadap Iklan

Yohanes Exspandio Perfecta  Sinuraya; Alzetrho Baja  Pratama; Pascal Kharua Albari

doi:10.58812/jbmws.v4i03.2555

Penulis

Yohanes Exspandio Perfecta Sinuraya Universitas Pembangunan Jaya
Alzetrho Baja Pratama Universitas Pembangunan Jaya
Pascal Kharua Albari Universitas Pembangunan Jaya

DOI:

https://doi.org/10.58812/jbmws.v4i03.2555

Kata Kunci:

Soft-Selling, Feeling, Implicitness, Image, Attitude towards the Ads, Purchase Intention, Marjan, Marjan Ads

Abstrak

This study investigates the influence of Marjan’s soft-selling advertisement on consumers’ attitudes toward the ad and their purchase intention in Greater Tangerang. The main issue addressed is the effectiveness of soft-selling advertising in shaping emotional responses and consumer purchase decisions. A quantitative approach was applied by distributing questionnaires to 218 respondents who had seen Marjan’s Ramadan-themed advertisement. Data were analyzed using validity and reliability tests, multiple linear regression, and both partial and simultaneous significance tests. The results reveal that soft-selling advertising significantly affects consumers’ attitudes toward the ad, which in turn significantly influences their purchase intention. The narrative and emotional delivery used in the advertisement proved effective in creating a positive impression and increasing consumer interest. In conclusion, soft-selling is a relevant strategy to build emotional engagement with consumers, especially for seasonal products like syrup during Ramadan.

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