Impact of Advertising Appeals on Purchase Intention with the Mediating Role of Customer’ Attitude towards Advertisement

Abstract

This study examines the impact of advertising appeals on purchase intention in the facial cream market, with particular emphasis on the mediating role of customer attitudes toward advertisements. The research focuses on three dimensions of advertising appeals: emotional appeal, rational appeal, and celebrity endorsement. A quantitative research design was employed, and data were collected from 384 respondents. The data were analyzed using descriptive statistics, correlation analysis, and regression techniques to test the proposed relationships.