THE INFLUENCE OF ADVERTISING CREATIVITY, ATTRACTIVENESS, AND BRAND IMAGE ON CUSTOMER PURCHASE INTEREST AT STARS AGENCY BATAM

Abstract

Globalization and technological advancement have transformed the dynamics of business, with advertising becoming a key element in building competitive advantage. This research aims to explore the influence of advertising creativity, attractiveness, and brand image on customer purchase intention at Stars Agency Batam. The study adopts a quantitative approach through a survey conducted on a population of approximately 210 customers who availed of the services of Stars Agency Batam in the year 2023. The data collected were processed using SPSS. The research findings indicate a partial influence of advertising creativity on the purchase intention of customers at Stars Agency Batam. There is also a partial influence of attractiveness on the purchase intention of customers at Stars Agency Batam. Furthermore, there is a partial influence of brand image on the purchase intention of customers at Stars Agency Batam. Simultaneously, there is a combined influence of creativity, attractiveness, and brand image on the purchase intention of customers at Stars Agency Batam.