| Issue |
MATEC Web of Conferences
Volume 150, 2018
Malaysia Technical Universities Conference on Engineering and Technology (MUCET 2017)
|
|
|---|---|---|
| Article Number | 05043 | |
| Number of page(s) | 6 | |
| Section | Education, Social Science & Technology Management | |
| DOI | https://doi.org/10.1051/matecconf/201815005043 | |
| Published online | 23 February 2018 | |
Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision
1,2
Faculty of Technology Management & Technopreneurship, Universiti Teknikal Malaysia Melaka, Malaysia
3
Centre of Graduate Studies, Universiti Teknikal Malaysia Melaka, Malaysia
* Corresponding author: zarirah@utem.edu.my
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 Malacca, 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.
© The Authors, published by EDP Sciences, 2018
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (http://creativecommons.org/licenses/by/4.0/).
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