How Is the Consumer View? Concerning Perspectives in Ethics, Advertising Commitment on Attitude and Purchase Intention of Consumer


  • Budi Utami Universitas Islam Majapahit



consumer buying attitude; ethical commitment; endorser; purchase intentions


The purpose of this study is to describe the picture of ethical commitment of advertising, advertisers, consumer buying attitudes and purchase intentions and the influence of academic service quality variables between advertising ethical commitments, advertisers partially and simultaneously on consumer buying attitudes and consumer buying interests. The population in this study was Management students of Majapahit Islamic University totaling 200 students and a sample of 6.8 students using proportional random sampling techniques. The scale used is the Likert scale. The type of measurement scale in this study is an ordinal scale that is converted into interval scale data through MSI (Method of Successive Interval). The results showed that the variables (1) Ethical commitment, (2) Advertising actors (endorsers), (3) Consumer buying attitudes, (4) Purchase intentions in good condition results. The calculation of the t test is known that: (1) there is a positive and significant influence between ethical commitment and consumer purchasing attitude, (2) there is a positive and insignificant influence between the role of advertising and consumer purchasing attitude, (3) there is a negative and insignificant influence between ethical commitment to consumer buying interest, (4) there is a negative and insignificant influence between advertisers on buying interest , (5) there is a positive and insignificant influence between consumer buying attitudes and buying interest.


Download data is not yet available.


A, Shimp, Terence (2003). Advertising Promotion & Additional Aspects of Integrated Marketing Communication, Volume I (5th edition), Jakarta: Erlangga.

Cooper, DR & Emory, CW 1995. Business Research Methods. Fifth Edition. Volume 1. Translated by Ellen Gunaan & Imam Nurmawan. 1996. Jakarta: Erlangga.

Creswell, JW and Clark, VLP 2007. Designing and Conducting Mixed Method Research. Thousand oaks: Sage Publication Inc.

Creswell. John W. 2009. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. London: Sage Publications Inc.

Deputy for Reconstruction and Business Development, Ministry of Cooperatives and SMEs, September, 2013

DIKTI. 2009. Entrepreneurial Student Program for State Universities. (Online).

DIKTI. 2003. Higher Education Long Term Strategy 2003 – 2010. (Online) ( 2003-2010.pdf. accessed 30 May 2007).

Design-Based Research Collective. 2003. Design-Based Research: An Amerging Paradigm for Education Inquiry. Educational Researcher, 32(1), 5-6

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley Publishing Co. Forrest, E., & Cao, Y. (2010). Opinions, recommendations and endorsements: The new regulatory framework for social media. Journal of Business and Policy. Research, 5 (2), 88–99.

Ghozali, Imam. 2011. Multivariate Analysis Application with IBM SPSS 17 Program. Semarang: Diponegoro University

Johnson, Burke, and Larry Christensen. 2015. Educational Research: Quantitative, Qualitative, and Mixed Approaches /R. Burke Johnson, Larry Christensen. — Fifth Editio. Syria Studies. Vol. 7.

Kirby, David, A. 2006. Creating Entrepreneurial Universities in the UK: Applying Entrepreneurship Theory to Practice. Journal of Technology Transfer, 31: 599–603.

Marshall, Catherine and Rossman, Gretchen B. 1999. Designing Qualitative Research. 3rd Edition. London: Sage Publications.

Merriam, Sharan B. 1988. Case Study Research in Education: A Qualitative Approach. San Francisco: jossey-Bass Publishers.

Metha, A. (2002). Endorser Credibility Effects on Yemeni Male Consumer's Attitudes towards Advertising, Brand Attitude and Purchase

Morgan, D. 1998. Practical Strategies for combining qualitative and quantitative methods: Applications to health research. Qualitative Health Research. 8(3): 362–376.

Moriarty, Sandra, Nancy Mitchell, and William Wells. (2011). Advertising Edition 8. Jakarta: Kencana Prenada Media Group.

Murti, Baskoro Ndaru. (2014). Analysis of the Influence of Celebrity Endorser Ads on Brand Image in Increasing Buying Interest in Adidas Sport Shoes Products: Diponegoro University.

Pollster LTD. (2010). The Pollster Internet market research: What kind of blog posts would attract online users? < lookview_item.aspx?ms _sn=1253 > (28.11.2010).

Pratikto, H. 2009. Business and Professional Ethics (teaching materials). Malang: Faculty of Economics UM

Ratna Megawangi. (2010) Strategy and implementation of character education in PAUD. Paper presented at the national seminar: Strategy and Implementation of National Character Education at the Education Unit Level, Research and Development Ministry of National Education, 28-29 August 2010.

Rodriguez, KP (2008). Apparel Brand Endorsers and Their Effects on Purchase Intentions: A study of Philippine consumers. International MBA (IMBA), National Cheng Kung University, Tainan, Taiwan

Saadun Akbar. (2009). Development of values and character learning models for elementary schools based on values and character education models at the Daarut-Tauhied Islamic boarding school in Bandung. e-journal Education Science, State University of Malang. Downloaded December 11, 2010

Shanmugaratnam, T. 2004. Entrepreneurship Education – Why It Matters. Keynote Address at the Inaugural Roundtable on Entrepreneurship Education Asia. NUS, 29 July 2004.

Sondakh, DF and Rajah, KK 2006. Developing an Entrepreneurship Culture: The Greenwich experience. Entrepreneurship and Innovation. 7(4):231-241.

Johnson, Burke, and Larry Christensen. 2015. Educational Research: Quantitative, Qualitative, and Mixed Approaches /R. Burke Johnson, Larry Christensen. — Fifth Editio. Syria Studies. Vol. 7.

Sufri, M. 2012. MSME Empowerment in the use of Islamic Banking. Makassar: National Islamic Banking Research Forum.

Sugiyono. 2014. Quantitative Qualitative Research Methods and R&D. Bandung: Alphabet

Spears, N., & Singh, SN (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26 (2), 53–66 .

Sprague, R., & Wells, ME (2010). Regulating online buzz marketing: Untangling a web of deceit. American Business Law Journal, 47 (3), 415–419.

Stephanie, e., et al. 2013. Analysis of the Influence of Rio Dewanto and Donita as Celebrity Endorsers on Interest in Buying Ax Anarchy Products with Advertising Attraction and Advertising Effects as Intervening Variables. Journal of Marketing Management Vol. 1, No. 2, 1 -9.

Suyanto. (2010). The Urgency of Character Education. downloaded on March 1, 2010 from

Shukri Fathudin. (2010). Formation of Noble Moral Culture through Learning Islamic Religious Education with the Self-And Peer Assessment Model among Students of the Faculty of Engineering, UNY. FT UNY Research Report

Tri Fortune, A. (2010). The learning model for the value of honesty through a culture of shame in elementary school children. Journal of Education Innovation and Engineering Research, no.2 year 1, August 2010. Pages 297-322. Puslitjaknov, Balitbang Kemendiknas

Utami, Nisa Budi. (2011). Effect of celebrity image of zinc shampoo ad endorser on attitudes towards advertisements, attitudes towards brands and consumer buying interest: Sebelas Maret University.

Wei, PS, & Lu, HP (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers' shopping behavior. Computers in Human Behavior, 29, 193–201.

Wei, PS, Lu, HP, Chang, HH 2014 Consumer attitudes toward blogger's sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior 34 (2014) 258–266.




How to Cite

Utami, B. (2024). How Is the Consumer View? Concerning Perspectives in Ethics, Advertising Commitment on Attitude and Purchase Intention of Consumer. Jurnal Manajemen Dan Inovasi (MANOVA), 7(1), 1–16.