Digital Advertising Features on Customer Purchase Intention

Abstract

Advertisement is a standard method of capturing the public's interest and assisting them in making a buying choice. This study aimed to identify into the impact of digital advertisement features on consumer purchasing intent in Malaysia. This research used a cross-sectional design to collect quantitative data from 361 Malaysian respondents using an online survey. SPSS was employed to analyze the relationship between digital advertising towards purchase intention. The findings reveal that pictorial cues, repetition, and sensory stores have a significant relationship with the purchase intention among Malaysian consumers. Based on the motivation theory, this study found a connection between the impacts of digital advertising features on purchasing intention power, which is limited in the literature review. This result is essential to rearrange the strategy for advertising looks more attractive and informative that make the consumers received a clear and precise message.