Analysis of Creative Advertising Effectiveness and its Effect on Millennials Purchase Intention during the Covid-19 Pandemic

Advertising is a marketing tool that companies often use. Advertisement is considered an effective tool that able to convey information about the company and products to customers. However, to produce an advertisement, a company needs to spend a substantial budget. Some previous studies have suggested that creative advertising is a type of advertising with a higher level of effectiveness. But, some researches prove the direct impact of the effectiveness of specific creative advertising on consumer purchase intention. Moreover, the change of times that results in shifting characteristics of a consumer is affected the consumer definition of advertisement attractiveness. The consumer groups discussed in this study are millennials, who also refer to United Nations’ data, who are the majority of the world population. This journal examined the indicators of creative advertisement that most effectively influenced the purchase intention of millennials. There are 138 millennials involved in this study, thereafter the data was analyzed using the factor analytic structural equation modeling (FASEM) method through SmartPLS v.3 software. The results of this research is expected to be a reference for companies to develop marketing strategies, especially in promotion activity, to help improve the company's financial performance during the Covid-19 pandemic