EXPLORING THE ROLE OF IMPLICIT AND EXPLICIT MEMORY THROUGH PURCHASE INTENTION OF AIRASIA PRODUCTS

Mohamad Asyraaf, Mohamad Attan (2025) EXPLORING THE ROLE OF IMPLICIT AND EXPLICIT MEMORY THROUGH PURCHASE INTENTION OF AIRASIA PRODUCTS. Masters thesis, UNIVERSITI MALAYSIA SARAWAK.

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Abstract

Advertising appeals, namely emotional and rational appeals are both considered as a well-known message strategy in advertising body of knowledge. However, there has been limited study to understand the relationships between both appeals and memory, namely implicit and explicit memory. Same situation can be said with understanding the relationships between both implicit and explicit memory with purchase intention of airline products. Underpinned by hierarchy of effects model, this study aimed to understand the relationship between both emotional and rational appeals with implicit and explicit memory, as well as relationship between implicit and explicit memory with purchase intention of AirAsia products, the world’s best low-cost airlines. Through purposive sampling, respondents for this study were taken from customers who have travelled by air with local airlines in Malaysia. Quantitative survey was done to collect the data, while IBM SPSS and SmartPLS software were used to analyse the data. Results from this study suggest a relationship between explicit memory and purchase intention. Further discussion of results from this study and suggestions for future research were discussed.

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