The Influence of Brand Personification Mascot, Ad Engagement, and Attitude Toward Brand Mediated by Positive Emotion and Their Influence on Purchase Intention at Tiket.Com

Achmad Ramadhani Putranto; Gita Chandra Nirmala

doi:10.55927/fjas.v3i1.7679

Authors

Achmad Ramadhani Putranto Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Surabaya
Gita Chandra Nirmala Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Surabaya

DOI:

https://doi.org/10.55927/fjas.v3i1.7679

Keywords:

Brand Personification, Mascot, Positive Emotion, Ad Engagement, Attitude Toward Brand, Purchase Intention, Structural Equation Modeling (SEM), Partial Least Square (PLS)

Abstract

This research examines the effect of applying brand personification mascots to advertising content on tiket.com Instagram on advertising engagement and attitudes towards the brand which are mediated by positive emotions and their impact on tiket.com purchase intentions. A quantitative approach using Structural Equation Modeling (SEM) analysis, with Partial Least Square (PLS) software, was used to test 7 hypotheses. After testing, it was found that the brand personification mascot in advertising content on Tiket.com Instagram had a positive effect on advertising engagement and attitudes towards the brand through the mediation of positive emotions. Then advertising involvement also has a positive influence on attitudes towards the brand. Attitude towards the brand will have a greater influence on a person's purchase intention towards tiket.com products, while advertising involvement does not influence purchase intention.

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