Budi Utami

How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

HOW IS THE CONSUMER VIEW? CONCERNING PERSPECTIVES IN

ETHICS, ADVERTISING COMMITMENT ON ATTITUDE AND BUYING
INTENTION OF CONSUMER

Budi Utami
Department of Management, Majapahit Islamic University
E-mail:utamiwahjoe@gmail.com

Abstract

The aim of this research is to describe the picture of the ethical commitment of advertising, advertisers,
consumer buying attitudes and buying intentions and the influence of academic service quality variables
between the ethical commitment of advertising, advertisers partially and simultaneously on consumer
buying attitudes and consumer buying interest. The research used in this research is quantitative. The
population in this study was 200 Majapahit Islamic University Management students and a sample of
68 students using proportional random sampling techniques. The scale used is a Likert scale. The type
of measurement scale in this research is an ordinal scale which is converted into interval scale data via
MSI (Method of Successive Interval). The research results show that the variables (1) Ethical
commitment, (2) Advertising actors (endorsers), (3) Consumer buying attitudes, (4) Intention to buy
good products are conditional results. The t test calculation shows: (1) there is a positive and significant
influence between ethical commitment on consumer purchasing attitudes, (2) there is a positive and
insignificant influence between the role of advertising on consumer purchasing attitudes, (3) there is a
negative and insignificant influence between ethical commitment on 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 on buying interest.

Keywords:Ethical commitment Endorser, consumer buying attitude, buying intention

INTRODUCTION

In the era of globalization and increasingly fierce business competition, marketing and
advertising practices have become an integral part of a company's business strategy to
influence consumer behavior. Along with this, ethics in advertising has become an
increasingly important and controversial subject. Ethics in the context of advertising
considers questions about the truth, fairness and social responsibility of the messages
conveyed to consumers(Almansour 2022).

Commitment to advertising refers to the level of trust and affiliation that consumers
have towards the brand or product promoted through advertising. This becomes
increasingly significant because this commitment can influence consumer attitudes and
purchasing intentions(Nugroho 2020).

The business process is a value creation process, namely the process of creating
something that is beneficial to humanity. The key to success in business is trust and
competence. Trust is built through honesty and responsibility. Meanwhile, competence
is built through production and communication abilities. One indicator of
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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

communication skills or in the business world known as effective marketing is the

occurrence of purchasing decisions that are prioritized by consumer attitudes and
buying interest.(Diaz et al. 2022). Consumers' desire or buying interest is one measure
of the effectiveness of marketing communications built through promotions and
advertising.

Real value creation in business will only occur if it is done in an ethical or moral
manner. Immoral methods will only result in the destruction of values(Nasrulloh 2022).
Therefore, business cannot be separated from ethics that must be accepted in social
relations, as well as moral ethics that apply in society, both locally, nationally and
internationally. Business people are expected to act ethically in all their business
activities in society. Business ethics covers and regulates the relationship between a
company and its stakeholders. These ethics establish moral standards appropriate for a
particular environment in business, to protect the interests of business people.
Businesspeople who want to achieve success, both short and long term, in every action
they take must be based on business ethics(Nurhadi et al. 2022). The main task of
business ethics is to find ways to align strategic interests that must not be separated
from moral feelings.

Because advertising functions to provide information and forms public opinion. In its
function of providing information, advertising is a medium for conveying actual
information to the public about products that will be or are being offered on the market.
In this function, advertising displays and describes in as much detail as possible all the
facts about a product. The goal is so that potential consumers can get to know the
product well, so that they ultimately decide to buy the product. In its opinion formation
function, advertising functions to attract and influence potential consumers to buy the
advertised product. This is done by displaying a persuasive, manipulative, tendentious
advertising model with the aim of directing consumers to buy the product(Malca 2020).
Advertising that is ethically manipulative is clearly prohibited because it manipulates
people and harms others(Ramadhita and Hasanah, nd). Therefore, there is a need for
persuasive advertising to give consumers confidence in the advertised product.

Persuasive advertising is designed to influence and create trust. One of them is

endorsement (praise) from celebrities or experts which is used to strengthen beliefs.
The cognitive component refers to the beliefs a person has (consumer knowledge and
thinking). This is due to expert testimony which shows rational evidence. Then there is
the affective component which focuses on feelings and evaluation. This is then
continued with the conative component which represents a person's behavior or
tendency to take action towards an object. Judging from the conative component,
consumer behavior represents the consumer's intention to buy a particular item (Shimp,
2003);(Dominguez 2018);(Hulu, Ruswanti, and Hapsari 2018).

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Budi Utami
How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

According to Moriarty, Michell and Wells (2011:448) in spokesperson format (brand

icon, character as spokesperson) or endorser, advertisers use celebrities that people like
(eg Tiger Woods), create characters (Aflac Duck, Geico Caveman), experts those we
respect (doctors, maytaq workers) or people "like us" whose lives are useful. According
to Murti (2014), he has conducted research with the results that there is a positive and
significant influence between endorsers on purchasing interest and (Soesatyo &;
Rumambi, 2013) has conducted research with the results that the use of celebrity
endorsers can increase the audience's response to products. is being advertised.
However, this is contrary to research conducted by Utami (2011) which states that
endorsers do not have a significant effect on purchasing interest. This is one of the
reasons why this research needs to be carried out. Therefore, there needs to be special
learning for endorsers to know more about how to be ethical in the advertising business.

Learning business ethics functions to internalize business ethical values into students'
personalities. Internalization is defined as deep appreciation, deepening, mastery that
takes place through direction, guidance and so on(Klaudia, Yondaningtiyastuti, and
Fitriananda 2022). Learning business ethics is a process of in-depth training and
appreciation of ethical values combined with overall educational values which aim to
integrate into the personality of students, so that they become one character or
disposition of students.(Bahri Sriwijaya 2020). In a psychological framework,
internalization is defined as the unification or unification of attitudes, standards of
behavior, opinions and so on in the personality. So related to human development, the
internalization process must run in accordance with development tasks. Internalization
is the core of the personality change process which is a critical dimension of human
self-acquisition or change, including the meaning (value) of personality or the
implications of responses to meaning.(Butarbutar 2019).

Business ethics learning performance influences the learning outcomes of learning

participants. Graduate competencies will influence the ability to measure the ethical
performance of an advertisement as well as being able to behave ethically in carrying
out business activities ethically. This is what prompted researchers to examine the
perceptions of students taking business ethics courses regarding advertising practices
that take place in various television media. Business ethics students' perceptions of
advertising practices are also used as a benchmark for the effectiveness of advertising
practices. Although much research has been conducted on the influence of advertising
on consumer behavior, research combining an ethical perspective with advertising
commitment, consumer attitudes, and purchase intentions is still limited. Therefore, this
research seeks to describe and explain the influence of advertising ethics on consumers'
attitudes and purchasing interest towards advertised products.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

EthicsCommitment in Advertising

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

Advertising ethics is a field of research that studies the moral standards and principles
that apply in the process of designing, creating, and delivering advertising messages to
consumers. This includes aspects such as honesty, fairness, social responsibility, and the
impact of advertising messages on consumers and society in general(Aviatri and Nilasari
2021). Research in this area aims to understand how ethical advertising practices can
influence consumer behavior, including their purchase intentions.
Scientifically, advertising ethics has been reviewed in various studies covering various
aspects, ranging from evaluating the advertising message conveyed to measuring its
effect on consumer attitudes and behavior. Several key elements that are often
highlighted in the explanation of advertising ethics are(Almansour 2022):
1. Truth and Reliability: Evaluation of the truth and reliability of information
conveyed in advertisements has become an important focus in the literature. These
studies examine the extent to which advertising messages correspond to facts and
whether the information presented can be trusted by consumers.
2. Relevance and Importance: Advertising messages that are perceived as relevant
and meaningful to consumers tend to be more successful in influencing their
attitudes and behavior. Evaluation of the relevance of advertising messages to the
target audience has become the main subject of several studies.
3. Controversy and Sensitivity: Some ads may spark controversy or offend consumers
due to sensitive or inappropriate content. These studies explore the impact of
controversial advertising content on consumers' perceptions and purchase
intentions.
4. Ethical to Purchase Intention: evaluating the relationship between advertising
practices that are considered ethical and consumer purchase intention. Factors such
as trust, brand impression, and perceived product value often mediate this
relationship. Based on empirical studies, the following hypothesis can be
formulated:
H1:Ethical commitment has a positive and significant effect on consumer buying
attitude
H3:Ethical commitment has a positive and significant effect on purchase intention
H6:Consumer buying attitude has a positive and significant mediating effect on ethical
commitment on purchase intention
Endorsement

Endorsements are a marketing strategy in which a person or group of people known as

“endorsers” (usually celebrities, athletes, or public figures) are selected to promote a
particular product or service to consumers.(Takaya 2019). Endorsers use their image or
reputation to influence consumer perceptions and behavior towards the product or

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

service being promoted.Endorsement is a marketing strategy in which products or

services are promoted by figures or individuals who have influence or fame within or
outside a particular industry. Endorsements are considered to have considerable
credibility and influence in the eyes of the target market.

The main purpose of endorsements is to take advantage of the endorser's popularity,

authority, or positive image to increase brand awareness, increase consumer trust, and
ultimately encourage purchase intention or purchase of the advertised product or
service(Herman and Astuti 2022).Based on empirical studies, the following hypothesis
can be formulated:

H2:Endorsements have a positive and significant effect on consumer buying attitude

H4:Endorsements have a positive and significant effect on Purchase Intention
H7:Consumer buying attitude has a positive and significant mediating effect on
endorsement on purchase intention
Consumer Buying Attitude
Consumer buying attitude refers to the assessments, evaluations and attitudes that
consumers have towards certain products, brands or services(Azkiah and Hartono
2023). Consumer purchasing attitudes can be influenced by various factors, including
personal experience, information received, other people's opinions, and perceptions
about the brand or product.(Two 2008);(Shekhar, Jose, and Rehin 2019). The following
are aspects of Consumer Buying Attitude:
1. Cognitive: This is an aspect that includes a consumer's knowledge, beliefs and
understanding about a particular product or brand. For example, consumers may have
beliefs that a brand has good quality based on information received or personal
experience.
2. Affective: This aspect involves the consumer's feelings or emotions towards the
product or brand. This can include feelings of pleasure, satisfaction, or conversely,
disappointment and frustration with a product or brand.
3. Psychomotor: This is the aspect that includes the consumer's actual intentions or
behavior towards the product or brand. For example, whether consumers are willing to
buy the product, recommend it to others, or avoid it.
The factors that influence consumer buying attitudes include personal experience,
namely consumers' direct experience with certain products or brands that can have a
big impact on their buying attitudes. Social Influence, namely opinions and
recommendations from other people, including family, friends and influencers, can
influence consumer purchasing attitudes. Perceived Quality and Satisfaction, namely
consumer perceptions about the quality of a product or service and their level of
satisfaction with the experience of using the product can influence purchasing attitudes.

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

Marketing Communications, namely messages and promotions conveyed by companies

in marketing campaigns can influence consumers' perceptions and purchasing attitudes
towards products or brands.
H5:consumer buying attitude has a positive and significant effect on purchase intention
RESEARCH METHODS
The research used in this research is quantitative, descriptive and explanatory research.
The aim of this research is to test the hypothesis that has been established. Variables in
this Ethical Commitment (X1), Advertising Actor (endorser) (X2), Purchase Intention
(Y), and Customer Purchase Attitude (Z). This type of research is independent
variables, intervening variables and dependent variables. Independent variables are also
called independent variables that influence or cause changes or emergence of the
dependent variable. The dependent variable is the dependent variable that influences or
is caused by the independent variable. The intervening variable or intermediary variable
is located between the independent variable and the dependent variable so that the
independent variable does not directly influence changes in the dependent
variable(Johnson and Christensen 2015). The research design can be seen in Figure 3.1
below.

Ethical
commitment
(x1) consumer buying (y)
attitude (z)
Advertising
actors
(endorsers) (x2)

Figure 1 Research design

Measurement

This research aims to explore, understand and find out how subjects perceive business
ethics regarding the phenomenon of advertising practices that are widespread in
mainstream television media. The research instrument is a data measuring tool used to
measure the observed phenomena (Sugiyono, 2014). Researchers use a questionnaire
that will be given to the sample.Data collection in this research was carried out by
distributing questionnaires to all respondents' characteristics in writing (Johnson and
Christensen 2015).

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

The scale used in collecting this data is the Likert scale. The Likert scale is a variation
of the summed rating scale, this scale asks the assessor to agree or disagree with a
statement of good or bad conditions. This scale produces interval data (Cooper &
Schindler, 2014).The population in this study was all 200 students participating in the
Business and Professional Ethics course at Majapahit Islamic University.
Data collection in this research was a purposive sampling technique, because it was
taken based on the researcher's development criteria. In this study, the sample criteria
were Management study program students. So this research used 68 samples obtained
Gender Frequency (n) Percentage %
Man 22 32.4
Woman 46 67.6
Total 68 100
from 2 classes.

ToolMeasurement is declared reliable if all indicators in the questionnaire used as

measurements have variables or constructs Ghozali (2011: 47-48). The application used
for measuring this sample is SPSS 23. A variable can be said to be reliable if it has a
Cronbach Alpha value > 0.70 (Nunnally in Ghozali, 2011:48).

Table 1. Distribution of Respondents Based on Gender

The respondents in this study were students and the description of the respondents is
described as follows.

Source: Raw data processed by researchers, 2023

Based on the table above, it can be seen and concluded that the majority of
respondents were female, namely 67.6%.

Table 2. Distribution of Respondents Based on Age

Age Frequency (n) Percentage %

15-20 Years 25 36.8
21-25 Years 31 45.6
26-35 Years 12 17.6
>35 Years - 0.0
Total 68 100
Source: Raw data processed by researchers, 2023

Based on the table above, it can be seen and concluded that the majority of respondents
are 21-25 years old, namely 45.6%.

RESULTS AND DISCUSSION

The results of this research can be seen that the reliability value is Cronbach's Alpha.
The results have a good level of reliability, if the Cronbach's alpha value is greater than

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

0.6 then the results of the analysis of all variables meet the reliability criteria. (Hair et
al., 2014). The results of the reliability analysis in this research can be seen in Table 3
below.

Variables Cronbach's Information

Alpha
Ethical commitment (x1) Reliable
0.668
Advertising actors (endorsers) (x2) Reliable
0.713
consumer buying attitude (z) Reliable
0.789
Purchase Intention (Y) 0.742 Reliable
(Source: results of data processing using SPSS 23)

Based on the data shown in table 3, the Cronbach's Alpha value of the instrument is in
the variable Ethical commitment (X1), Advertising actors (endorsement) (X2),
consumer buying attitude (Z) and Purchase Intention (Y). The results show that all
instruments for each variable have a Cronbach's Alpha value ≥ 0.60, which shows that
all instruments used for each research variable are real or suitable for use. The results
of this research show that there are 7 hypothesis tests which can be seen below.

Hypothesis 1 can be explained fromthe analysisif the consumer purchasing attitude

variable(z) with commitment variable ethical advertising content worth 0.466 and
probability (Sig) commitment ethical advertising content is worth 0.000<0.05 . Mark
from tcount ≥ ttable (7.332 > 1.967) which means that the ethical commitment variable
ethical commitment (X1) has a positive and significant effect on consumer purchasing
attitudes (Z). Therefore, H 0 is rejected (significant), meaning that the variable Ethical
Commitment Advertising Content (X1) on consumer purchasing attitudes (Z) has
meaning.

Hypothesis 2 explains that consumer purchasing attitudes (Z) towards advertising

actors (Endorsers) (X2) have a value of 0.278 with probability (Sig). While advertising
Advertising actors (endorsers) (X2) has a value of 0.000 < 0.05 and has tcount > ttable
(4.887 > 1.967), meaning that the advertising actor (Endorser) variable (X2) has a
positive and significant influence on consumer attitudes (Z). then H0 is rejected
(significant), meaning that the influence of the advertising actor variable (Endorser)
(X2) on consumer purchasing attitudes (Z) is meaningful.

Hypothesis 3 is known if the purchase intention variable (Y) can be explained by the
ethical commitment variable advertising content which has a value of -0.022 and
probability (Sig). while for ethical commitment, advertising content has a value of
0.798>0.05 and has tcount≥ ttable ( -0.27 8< 1.967 ), meaning that the ethical
commitment variable of advertising content (X1) has a negative and insignificant effect

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Budi Utami
How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

on purchase intention (Y). therefore, H0 is accepted (not significant). This means that
the influence of the ethical commitment variable of advertising content (X1) on
purchase intention (Y) is not significant.

It is known that hypothesis 4 states that the Purchase Interest variable (Y) can be
explained by variables Advertiser (Endorser)(X2) withmark-0.078 and
probability(Sig.). while the advertising character commitment variable is 0.167> 0.05
and tcount ≤ ttable (-1.467 < 1.967), meaning that the variable advertising actor
(Endorser) (X2) has a negative and insignificant effect on buying interest (Y). Therefore
H0 is accepted (not significant), so influence perpetrator variable advertising
(Endorser)(X2) to buying interest (Y) is not meaningful.

Hypothesis 5 shows that the purchase intention variable (Y) can be explained by the
consumer purchase attitude variable (Z) with a value of 0.798 and probability
(Sig.),where as consumer attitude of 0.000< 0.05 and the t value ≤ table (11.7 21 >
1.967), meaning that the consumer attitude variable (Z) has a positive and insignificant
effect on purchase intention (Y). Therefore, H0 is rejected (significant), meaning that
the influence of the consumer buying attitude variable (Z) on consumer interest (Y) is
significant.

Analysis of hypothesis 6 shows that the Ethical Commitment to Advertising Content

variable has an influence on Consumer Interest through consumer attitudes which has
a Beta value of 0.239, so it can be concluded that H6 provides evidence with negative
indirect results influencing Consumer Interest.

An analysisfromHypothesis 7 shows that the Advertising Actor variable (Endorser) has

an indirect effect on Consumer Interest through consumer attitudes which has a Beta
value of 0.160, so it can be concluded that H7 provides evidence with results that
indirectly influence Consumer Interest positively. Conclusion

Table 4. Following are the results of Path Analysis using Equation 1 and Equation 2
Independent variable t count tTable Sig. Information
Ethical Commitment to Advertising Content Ho was rejected
7,332 1,967 0,000
(X 1 )
Advertising Actors (Endorsers)(X 2 ) 4,887 1,967 0,000 Ho was rejected
R : 0.627
R Square: 0.393
Adjusted R Square: 0.390
Std. Error of the Estimate: 0.394
Dependent Variable: Z
Independent Variables: X1, X2

Based on Table 4 and the equation, the test results are as follows.

1) Influence of ethical commitment of advertising content (x 1)on consumer purchasing

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

attitudes (z)
Based on the results of the analysis, it is known that the Consumer Buying Attitude
variable (Z) can be explained by the Ethical Commitment variable in Advertising Content
of 0.466 and the probability (Sig.) of Ethical Commitment in Advertising Content of
0.000 < 0.05 and has a calculated value ≥ table (7.321 > 1.967) , meaning that the Ethical
Commitment variable for Advertising Content (X1) has a positive and significant effect
on consumer purchasing attitudes (Z). Thus, H0 is rejected (significant), which means
that the influence of the ethical commitment variable advertising content (X1) on
consumer purchasing attitudes (Z) is significant.

2) Influence Advertiser (Endorser)(X2) Towards Consumer Buying Attitudes (Z)

Based on the results of the analysis, it is known that the Consumer Buying Attitude
variable (Z) can be explained by the Advertising Actor (Endorser) variable (X2) of
0.278AndThe probability (Sig.) of Advertising Commitment is 0.000 < 0.05 and has a
tcount of ≤ table (4.8 87 > 1.967), meaning that the role variable of the Advertising Actor
(Endorser) (X2) has a positive and significant effect on consumer purchasing attitudes (
Z). Thus, H0 is rejected (significant), which means that the influence of the Advertising
Actor (Endorser) variable (X2) on consumer purchasing attitudes (Z) is significant.

Table 5. Following are the results of Path Analysis using Equation 1 and Equation 2
Independent variable t count t table Sig. Information
Ethical Commitment to Advertising Ho accepted
0.278 1,967 0.798
Content (X 1 )
Advertising Actors (Endorsers) (X 2 ) -1,457 1,967 0.167 Ho accepted
Consumer Buying Attitude (Z) 11,721 1,967 0,000 Ho was rejected
R : 0.705
R Square: 0.497
Adjusted R Square: 0.492
Std. Error of the Estimate: 0.480
Dependent Variable: Y
Independent Variables: X1, X2, Z

Based on Table 5. and the equation, the test results are as follows.

1) The influence of ethical commitment of advertising content (X1) on purchase intention

(Y)

Based on the analysis of hypothesis 3, it is known that the purchase intention variable
(Y) can be explained by the variable ethical commitment of advertising content of -0.022
and the probability (Sig.) of ethical commitment of advertising content of 0.7.98 > 0.05
and has a value of tcount ≥ ttable (-0,2,78< 1.967), meaning that the ethical commitment
variable of advertising content (X1) has a negative and insignificant effect on purchase
intention (Y). Thus, H0 is accepted (not significant), meaning that the influence of the
ethical commitment variable advertising content (X1) on purchase intention (Y) is not
significant.

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

2) Influence of Advertisers (Endorsers) (X2) on Purchase Interest (Y)

Based on the results of the analysis of hypothesis 4, it is known that the purchase intention
variable (Y) can be explained by variablesadvertising actor (Endorser)(X2) is -0.078 and
the probability (Sig.) of the commitment advertising character is 0.167> 0.05 and has a
tcount value of ≤ ttable (-1.45 7< 1.967) which means the variableadvertising actor
(Endorser)(X2) has a negative and insignificant effect on buying interest (Y). Thus, H0
is accepted (not significant), meaning the influence of the variable advertising actor
(Endorser)(X2) on buying interest (Y) is not significant.

3) Influence of Consumer Buying Attitudes (Z) on Buying Intentions (Y)

Based on the analysis of Hypothesis 5, it is known that the Purchase Intention variable
(Y) can be explained by the consumer purchasing attitude variable (Z) of 0.798and
sizeprobability (Sig.) of consumer buying attitude is 0.000 < 0.05 and has a calculated
value ≤ table (11.721> 1.967) which means that the consumer buying attitude variable
(Z) has a positive and insignificant effect on buying intention (Y). Thus, H0 is rejected
(significant), which means that the influence of the consumer buying attitude variable
(Z) on Purchase Intention (Y) is significant.

Ethical
commitment -0.022 (sig.0.789)
(x1)
0.466 Purchase intention
consumer buying
(sig. 0.000) 0.798 (Y)
attitude (z)
Advertising actors (sig. 0.000)
(endorsers) (x2) 0.278
(sig. 0.000)
-0.078(sig. 0.167)

0.627 0.705

In conclusion of the results of this research, various theoretical contributions are

made to the field of online marketing communications in the advertising context. Because
previous research has looked at sponsored blog posts recommending limited products,
this study provides quantitative experimental research to understand consumers' attitudes
toward promotional messages(Singh 2021). The report is submitted with business ethics
that appeal to consumers. The recommendation feature of posts made by endorsers who
receive promotional benefits is slightly different from online consumer reviews(Arinda
and Wibowo 2021). Therefore, students are advised to research recommended
endorsement publications to improve the effectiveness of online communication rather

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

than just focusing on the topic of online consumer reviews. For future searchers, we
suggest expanding this research search model as part of displaying suggestions in ads.
Second, several studies have examined antecedent factors that influence consumers'
attitudes toward post-endorsement recommendations. The study looked at the type of
advertising suggested and item characteristics (such as product type and brand
awareness) as part of their research to determine what drives consumers' consumption
attitudes toward claims in blog posts. These results confirm initial understanding of
readers' perceptions of blog posts when evaluating specific products before purchasing.
Finally, this research is also supported by previous research, namely including the
consequence factors of purchase intention into the research model. The effectiveness of
key advertising proposals in increasing consumers' desire to purchase is a key research
issue(Solihin, Azhar, and Sanjaya 2022).

From the perspective of business ethics in advertising, some practical advice is also
expressed. Using validator recommendations to create positive content, which in turn
increases consumer purchase intent, is important for marketers. Research shows that
consumers do not believe that bloggers receive money directly or indirectly for posts
because of shame and their attitudes toward sponsored posts are not influenced by
knowledge of sponsored posts. The results of this research are in line with previous
research stating that based on an honestly expressed relationship between the endorser
and advertiser, the credibility of the reference source for promotional publications tends
to be considered true and trustworthy by consumers.(Duwila, Supandi, and Ogi 2022).
Posting Sponsored Proposals can be a useful online communication tool for conveying
experience-based product/service information. In addition, this research shows that if the
recommended item is highly sought after or has good brand awareness, consumers will
trust the advertiser's impressions more. Marketers should use the features of this element
to increase the credibility of their ad recommendations, which will increase the
effectiveness of the ad(Khamida 2021). The same goes for validators who are willing to
promote sponsored products provided they carefully select the items they endorse and
implement ethical processes to act within the law so as not to lose consumer trust.

CONCLUSION
Future research may wish to expand this research model. First, proportional random
sampling was used as research sampling. The generalization of this research is very
limited because the survey sample was taken from management students at Majapahit
Islamic University. Further research is needed to expand the sample profile as well as
random sampling to conduct cross-cultural comparisons to improve agents'
understanding of advertising propositions and consumer perceptions of items suggested
in display ads.

Second, although this study considers the tendency to trust the structure as a control
variable to limit undesirable variations, consumers' previous experience with product
brands may influence the results of this study because of the four brands used in the

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How Is The Consumer View? Concerning Perspectives In Ethics, Advertising Commitment On 2024
Attitude And Purchase Intention Of Consumers
MANOVA Journal Volume 7 Number 1, ISSN: 2685-4716 E ISSN: 2746-282X

study. exist in real life. Further research should use more controls when manipulating
experiential factors. Using virtual products or optional brand names can reduce bias.
Third, this research uses research and experience as two product categories. However,
classifications such as tangible/intangible goods or hedonistic/utilitarian goods can also
be useful in examining consumer attitudes or purchasing behavior towards the goods
proposed in research. Consumer involvement in several products is also a major issue in
the context of consumer behavior research. Therefore, researchers should expand this
research model to test the premises of consumer responses to sponsored advertising
proposals. Lastly, although the influence of ethical commitment and the role of
advertising was statistically significant for the large sample of 68 respondents, the mean
differences in advertising perceptions meant that purchase and purchase intentions
between the “High” and “Low” groups only determined agree or categorize 3 .00 For
strong evidence of this relationship, further research is needed on these two variables.

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