Back Issues 11-20

THE IMPACT OF TRADITIONAL CULTURAL HUMOR THEMES, CREATIVITY, AND EMOTIONAL APPEAL ON PURCHASING DECISIONS

Anny Nurbasari

Maranatha Christian University, Bandung, Indonesia

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Tatik Budiningsih

Maranatha Christian University, Bandung, Indonesia

Agus Aribowo

Maranatha Christian University, Bandung, Indonesia

Nisa Hanum Harani

Logistic and International Business University, Bandung, Indonesia

Abstract

The virtual world of advertising has become a conservative escalation of modern humans to exchange information, describe the nature of information and also create a vehicle to inspire potential consumers. The use of humor has become commonplace in advertising, but knowledge about the impact of humor on traditional cultural expressions is still very scarce, so it does not mean that using humor will automatically impact consumer pur- chasing decisions. This study intends to examine and analyze the effects of traditional cultural humorous advertising themes, creativity and emotional appeal on purchasing decisions. This type of research uses a conclusive design with a single cross-sectional. The sampling method was chosen randomly with certain considerations. Questionnaires were distributed to 190 respondents who were YouTube users in West Java. SEM analysis was used for data processing. The findings empirically visualized the theme of traditional cultural expressions having a positive effect on emotional appeal, the dimen-sion of acting capability, with indicators: the potential to bring a play to life is the most dominant indicator influencing the effect of themes of traditional cultural expressions; Creativity, has a positive effect on emotional appeal with an easy-to-understand indicator is the most dominant influence on creativity, then the theme of traditional cultural expressions has a positive effect on purchasing decisions, with a sense of security indicator being the highest priority on emotional appeal; and Creativity has a positive effect on purchase decisions with the Brand Choice indicator being a determining indicator in purchasing decisions. 

Keywords: Humor Themes, Traditional Cultural Expressions, Creativity, Emotional Appeal, Purchasing Decisions