Perceived Value of Advertising Message That Influence Generation Y' Purchase Intention.

• Main Authors: Arman, Hj. Ahmad, Izian, Idris, Rong, Gan Hao, Siti Suhana, Alias, Nursyuhadah, Abdul Rahman, Ridzuan, Masri, Mohamad Naseer, Mohamad Noor
• Format: Conference or Workshop Item
• Language: English
• Published: 2020
• Subjects: H Social Sciences (General)
• Online Access: http://ur.aeu.edu.my/768/1/WMC-2020-WMC2020_RP12Armanetal.2020PerceivedValueofAdvertisingMessageThatInfluenceGenerationYPurchaseIntention-2-14.pdf; http://ur.aeu.edu.my/768/

This research investigates the perceived value of advertising message towards Gen Y with regards to the extent of perceived informativeness, perceived credibility and perceived entertainment of advertising message in indicating their behavioral intention. 300 Gen Y in Malaysia (respondents who are in the ages between 15 and 34 in 2020) were conveniently recruited to involve in the data collection of this research. They were recruited because they are the largest age group that largely exposed to the advertising in Malaysia and they are also potential customers in the future. All collected data were scientifically analyzed using SPSS particularly using the Multiple Linear Regression Analysis to test the relationship between variables and to find out the strengths of every connection of variables. On top of that, the objective of this research is aimed to identify the most significant factor that influences consumers' purchase intention. Interestingly, the results show evidence on the positive relationship between the perceived value of advertising message and consumers' purchase intention which as predicted and supported by various studies. In summary, all the findings in this research can be summarized as, all the three variables that include perceived informativeness, perceived credibility and perceived entertainment of advertisement messages are positively associated with Gen Y's purchase intention in Malaysia. Among the three factors, the perceived entertainment of advertising messages is the most significant driver that influenced Gen Y's behavioral intention. In conclusion, all research objectives and research questions were achieved and answered throughout this study.