| Abstract: | For any marketer, measuring the impact of advertisements on consumers' purchasing decisions
is essential. All resources—including money, time, and effort—spent on advertising would be
useless if it had no beneficial effect on consumers' intentions to make purchases. Examining how
media advertisements affect customer behavior in the context of Ayat Real Estate is one of the
research's goals The researcher used Descriptive and explanatory research approach which
describes and explains quantitatively the effect of advertisement on consumers buying behavior.
both primary and secondary data was used .the sampling techniques used is probabilistic
sampling, specifically simple random sampling techniques. A questionnaire was administered to
a sample of 364 respondents out of which 342 valid questionnaires were collected and analyzed.
The study was adopted multiple linear regression and Pearson correlation analysis. The finding
revealed that there are positive and significant relationships between media advertising and
Consumer behavior of Ayat Real-Estate. According to the analysis made so as to see the relative
importance of the independent variables( honest, creative, memorable, understandable, attention
grabbing, and impressive) identified to predict the effect of media advertising on customer
behavior; Understandable advertising is discovered to be the most important predictor of
purchase intention with standardized coefficient (β = 2.159), followed by creative advertising the
second predictor with standardized coefficient (β= 1.463), Next to this Attention grabbing
advertising is the third predictor with standard coefficient (β= 1.129), Honesty after this
advertising is the fourth predictor with standard coefficient (β= 3.331). Consequently it can be
concluded that memorable advertisement has the strongest positive and significant effect on Ayat
Real-Estate customer behavior. From the finding it is recommended that, the marketing department
of the company is recommended to establish a better understandable advertisement that can grant
the company is serving to establish potential and prospective customers Thus, company should pay
due attention to these dimensions in order to increase their sales volume and market share. |
