Analysis Of Public Perception Of Electronic Advertising Strategies (Case Study Of Samsung Galaxy S24 and Iphone 15 Smartphones)
Abstract
This study aims to analyze how people perceive electronic advertising strategies. By digging deeper into the advertising strategy approach used and revealing differences in strategic perceptions that might influence people's choices in choosing Samsung Galaxy S24 and iPhone 15. This research method uses quantitative with nonprobability sampling data collection techniques and purposive sampling in questionnaire data collection, the number of samples used is 140 respondents divided into 70 respondents of the Samsung Galaxy S24 Smartphone and 70 respondents of the iPhone 15. The results of this study indicate that Message Consistency, Creativity, and Use of Technology are partially different from the Samsung Galaxy S24 Purchasing Decision. In the analysis test results are superior to the consistency of messages and creativity of Samsung Galaxy S24 advertisements. Meanwhile, Message Consistency, Creativity, and Technology Use are also partially different from the iPhone 15 Purchasing Decision. In the analysis test results, the iPhone 15 is superior to the Use of Technology and Purchasing Decisions.
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DOI: https://doi.org/10.17509/jbme.v10i1.82209
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