The Effect of Repeated Advertising on Purchase Behavior Moderated by Consumer Trust
DOI:
https://doi.org/10.24256/kharaj.v8i1.9927Keywords:
Repeated Advertising, Trust, Purchase BehaviorAbstract
This study aims to analyze the effect of repeated advertising on purchase behavior with trust as an intervening and moderating variable. The study uses a quantitative approach through a survey of respondents, with data analysis using the Partial Least Squares–Structural Equation Modelling (PLS-SEM) method. The measurement model was evaluated through validity and reliability tests based on outer loading, composite reliability, and average variance extracted (AVE) values. The analysis results show that repeated advertising has a positive and significant effect on purchase behavior and trust. In addition, trust also has a positive and significant effect on purchase behavior. However, the moderation test results show that trust does not moderate the relationship between repeated advertising and purchase behavior. The R-square value shows that repeated advertising explains 37.3% of the variation in purchase behavior and 14.2% of the variation in trust. These findings confirm the important role of repeated advertising in shaping trust and directly encouraging consumer purchase behavior. This study provides theoretical and practical implications for the development of marketing communication strategies.
References
Akrom, M. C. (2024). Brand trust in driving brand loyalty and purchase intention in the digital streaming era: A systematic literature review. Commercium: Journal of Business and Management, 3(3), 7–11. https://doi.org/10.61978/commercium.v3i3.711
Archana, D. (2021). Impact of advertising on consumer behaviour. PalArch’s Journal of Archaeology of Egypt / Egyptology, 18(7), 261–276.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234–249.
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2021). Brand recall and recognition in online advertising repetition: The moderating role of involvement. Journal of Business Research, 134, 347–356. https://doi.org/10.1016/j.jbusres.2021.05.054
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Bouali, S., Khelia, I., & Douha, S. (2024). Optimizing ad targeting and content personalization in e-stores through machine learning algorithms. International Journal of Economic Perspectives.
Calder, B. J., & Sternthal, B. (1980). Television commercial wearout: An information processing view. Journal of Marketing Research, 17(2), 173–186. https://doi.org/10.1177/002224378001700203
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292–304. https://doi.org/10.1086/376800
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573–592.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34–49. https://doi.org/10.1509/jmkg.70.1.34.qxd
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage.
Fitriani, T. N., Kurniawan, B., & Goeltom, H. C. (2022). Pengaruh brand trust dan brand awareness terhadap purchase intention melalui brand satisfaction sebagai variabel intervening. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(3). https://doi.org/10.47709/jebma.v3i3.3214
Gao, Y., & Qiao, M. (2025). Reach measurement, optimization and frequency capping in targeted online advertising under k-anonymity. arXiv.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.
Gungunawat, A., Khandelwal, N., & Gupta, N. (2024). AI-powered personalization in digital marketing: Transforming consumer engagement and strategy. Research Review International Journal of Multidisciplinary, 9(11), 183–191.
Hasan, R., Abdullah, M. S., Tasnim, K., & Karim, M. Z. (2025). Artificial intelligence in digital marketing enhancing personalization and consumer engagement. Business & Social Sciences Review. https://doi.org/10.25163/business.3110209
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy. McGraw-Hill.
Iyer, D., Sharma, D., Singh, N., & Patel, S. (2022). Enhancing digital advertising through AI-powered personalization: Leveraging reinforcement learning and collaborative filtering algorithms. International Journal of AI ML Innovations, 11(8).
Jalantina, D. I. K. (2024). The role of brand trust as an intervening variable in online customer purchase decision analysis of beauty products The Body Shop Indonesia. Jurnal Ekonomi. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/293
Joseph, M. M. (2024). Effect of brand trust and consumer-brand congruence on consumers’ interpretation of brand personality in purchase of branded apparels. International Journal of Psychosocial Rehabilitation. https://doi.org/10.61841/ze6me234
Khan, M. S., & Rahman, Z. (2017). The influence of trust and perceived risk on consumer purchase intention in e-commerce. Journal of Retailing and Consumer Services, 39, 150–157. https://doi.org/10.1016/j.jretconser.2017.06.007
Kim, S., & Park, H. (2020). The effects of brand trust on purchase intention in social media advertising. International Journal of Advertising, 39(7), 1057–1079. https://doi.org/10.1080/02650487.2020.1772414
Kirmani, A., & Wright, P. (1989). Money talks: Perceived advertising expense and expected product quality. Journal of Consumer Research, 16(3), 344–353. https://doi.org/10.1086/209219
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370.
Lin, L. Y., & Chen, C. S. (2020). The impact of repeated advertising exposure on consumer response: The moderating effect of message variation. Asia Pacific Journal of Marketing and Logistics, 32(2), 471–487. https://doi.org/10.1108/APJML-09-2018-0378
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nordhielm, C. L. (2002). The influence of level of processing on advertising repetition effects. Journal of Consumer Research, 29(3), 371–382. https://doi.org/10.1086/344428
Percy, L., & Elliott, R. (2016). Strategic advertising management (5th ed.). Oxford University Press.
Pham, M. T., & Avnet, T. (2019). The role of emotional trust in consumer–brand relationships. Journal of Consumer Psychology, 29(1), 66–83. https://doi.org/10.1002/jcpy.1045
Rindell, A., & Iglesias, O. (2022). The brand as a signal of trust in digital marketing contexts. Journal of Product & Brand Management, 31(6), 857–869. https://doi.org/10.1108/JPBM-02-2021-3373
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Hoboken, NJ: Pearson Education. ISBN 9780134734828.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand-related social media content. Journal of Advertising Research, 56(1), 64–80. https://doi.org/10.2501/JAR-2016-004
Sitinjak, T. J. R., & Rakhman, A. (2021). The influence of service quality, brand trust, and advertising on the purchase decision during the Covid-19 pandemic. International Journal of Social Science and Business, 7(4), 133–141. https://doi.org/10.23887/ijssb.v7i4.58135
Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26–43.
Wang, J., & Yang, Z. (2023). Repetition in digital advertising: How frequency and variation influence consumers’ brand attitudes. Journal of Interactive Marketing, 61, 85–101. https://doi.org/10.1016/j.intmar.2023.03.002
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Burhan Rifuddin, Ilham, Sukran, Hamida, nurfadilah, Muh. Abdi Imam, Ahmad Nouruzzaman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
