160

140
145 trillion
120 134.8 trillion rupiahs
188 trillion rupiahs
100
rupiahs
80

60

40

20

2015 2016 2017

Advertising Expenditure
 Computer and device 3.43%
Computer and device product Cigaratte 5%
Household goods 5%
(Akbari, 2015)
Pharmaceutical 6.66%
Refined food 11.40%
Personal Care 20.43%
Beverage 21.01%
Beverage product
Contribution Percentage of advertising spending

(Victorija and Lina, 2016)

 Purchase Intention Brand Attitude Attitude toward Advertising

Part of consumers' decision- A psychological internal Personal response to

making process for requesting for
information, purchase, evaluation,
application, and disposal of a
product or service to fulfil
customer needs.
(Schiffman and Kanuk , 2007)
assessment of product brand
when customer decide to accept
the stimulus information from
brand attributes.
(Qiong & Zuomin, 2008)
advertising, either in favorable
or unfavorable situation.
(Bamoriya, 2011)

Emotional Appeals Rational Appeals

The emotional appeals built It emphasizes the feature and

upon consumer emotion and
feelings.
(Baines, Fill, and Page, 2013).
benefits of the product shows
differentiation from their
competitor to allow the customer
to make a logical decision.
(P.Kotler and Amstrong, 2013).
 Construct/item Mean SD
Rational appeal 3.88 0 .655
Emotional appeal 4.06 0.639
Attitude toward advertising 3.66 0.660
Brand attitude 3.64 0.658
Purchase Intention 3.42 0.842
 Complete
Construct/item
Loading CR AVE
Rational appeal 0.817 0.599 Brand attitude 0.832 0.623
1. Describing the superiority and durability of the product 0.818 1. The advertised product brand is good 0.789
2. Describing the nature of the product that is unique and 0.820 2. The brand of the product advertised is my favourite 0.834
different from competitors
3. Describing the latest products 0.675 3. Brand Products that are advertised have a positive 0.741
Emotional appeal 0.783 0.547 value
1. Describing pleasure 0.767 Purchase Intention 0.886 0.722
2. Describing famous products and known by many people 0.768 1. I want to buy a product based on the information 0.893
3. Describing the younger generation, as shown by the 0.680 displayed on the ad
depiction of a young age model. 2. I will consider buying the advertised product 0.769
Attitude toward advertising 0.909 0.626 3. I will buy the advertised product 0.881
1. Ads that I saw was interesting 0.788
2. Ads that I saw was good 0.803
3. I feel interested in the ad 0.817
4. I feel happy with the ad 0.831
5. I feel excited when I see the ad 0.764
6. I enjoy the ad 0.742
Model and Emotional Advertising Purchase
Rational appeal Brand attitude
Constructs appeal attitude Intention
Emotional appeal
Rational appeal 0.761
Advertising attitude 0.698 0.548
Brand attitude 0.675 0.647 0.792
Purchase intention 0.366 0.338 0.594 0.808
 Complete
Variable AVE R2
Rational appeal 0.599
Emotional appeal 0.547
Advertising attitude 0.626 0.311
Brand attitude 0.623 0.436
Purchase Intention 0.722 0.413
Average score 0.624 0.387
AVE × R2 0.241
GoF = √(AVE × R2) 0.49
 Variable R2

Rational appeal -

Emotional appeal -

Attitude toward advertising 0.311

Brand attitude 0.436

Purchase Intention 0.413

 direct effect indirect effect total effect
Path β t-value Result β t-value β t-value

Rational appeal -> purchase intention -0.042 0.860 Not Supported 0.226 6.011* 0.183 3.201*
Not Supported
Emotional appeal -> purchase intention -0.069 1.442 0.243 5.971* 0.174 3.030*

Rational appeal -> advertising attitude 0.257 5.495* Supported 0.257 5.495*
Supported
Rational appeal -> Brand attitude 0.191 4.086* 0.126 4.714* 0.317 6.235*
Supported
Emotional appeal -> advertising attitude 0.390 8.190* 0.390 8.190*
Supported
Emotional appeal -> Brand attitude 0.098 2.158* 0.191 6.947* 0.290 5.712*
Supported
advertising attitude -> Brand attitude 0.491 10.721* 0.491 10.721*
Supported
advertising attitude -> purchase intention 0.235 3.981* 0.256 7.128* 0.491 9.731*
Supported
Brand attitude -> purchase intention 0.521 10.286* 0.521 10.286*
 Chin and Keil, (2000)
high involvement
low involvement product
product
Path β t-stat p-value β t-stat p-value
H1 Rational appeal -> purchase intention 0.017 0.232 0.818 0.021 0.283 0.781

H2 Emotional appeal -> purchase intention -0.11 1.516 0.136 0.014 0.207 0.835

H3 Rational appeal -> advertising attitude 0.269 4.236* 0.000 0.356 6.304* 0.000

H4 Rational appeal -> Brand attitude 0.214 3.330* 0.001 0.238 3.596* 0.000

H5 Emotional appeal -> advertising attitude 0.427 6.872* 0.000 0.363 5.943* 0.000

H6 Emotional appeal -> Brand attitude 0.132 2.209* 0.028 0.099 1.464 0.144

H7 advertising attitude -> Brand attitude 0.499 8.721* 0.000 0.406 5.778* 0.000

H8 advertising attitude -> purchase intention 0.228 2.696* 0.008 0.139 1.641 0.106

H9 Brand attitude -> purchase intention 0.506 6.430* 0.000 0.532 7.634* 0.000
• Customer has positive perception toward advertising appeals
and customer’s attitude, but they tend to behave generally
regard purchase intention.

• There are no advertising that are fully emotional or fully

rational, so that rational and emotional appeal may work in
different way.

• There are a different influence in the relationship of EA toward

BA, and relationship of Aad toward PI between high and low
involvement product.