The Effect of Online Advertisement on Purchase Intention Mediated by Brand Atitude (Study at Pt Akr Land Kawanua Emerald City Manado)

Abstract

The property sector in the country is starting to improve to face the pressure of Covid 19 in 2022. Indonesia's economy in the first quarter of 2022 against the first quarter of 2021 grew by 5.01% (y-on-y). The results of the Bank Indonesia Residential Property Price Survey (SHPR) indicate that residential property prices in the primary market will increase in the first quarter of 2022 on an annual basis. The highest IHPR growth occurred in Manado City (5.07%, yoy), followed by Yogyakarta (4.00%, yoy) and Pontianak (3.97%, yoy). Sales of primary residential property in the first quarter of 2022 on an annual basis were observed to improve, even though house sales were still experiencing a contraction. The level of property sales that is starting to stabilize is a challenge for property business people not only in Indonesia but also in several regions. With competition between property developer companies, consumers are really selective in making purchasing decisions. AKR Land Kawanua Emerald City is one of the well-known property developer brands in Manado City which is the object of this research. The purpose of this study is to analyze the effect of online advertisement on purchase intention through brand attitude. The population in the study was 371 homeowners in Kawanua Emerald City Manado and the samples in the study were 50 samples. Collecting data in research using questionnaires and in data processing using SmartPLS30. The results of this study explain that online advertisement has a significant effect on Purchase Intention. Online advertisement has no significant effect on brand attitude. Brand attitude has a positive and significant effect on Purchase Intention. Online advertisement has a significant positive effect on purchase intention through brand attitude.