Media Exposure to Advertising Affecting the Consumers Buying Decision Making of the Energy Drinks

Abstract

The objectives of the research were to study 1) media exposure of advertising on energy drinks, buying decision-making of the energy drinks, and media exposure to advertising that affects decision-making to buy the energy drinks. This research was quantitative research by using questionnaire. The data was collected from a sample of 1,200 samples. Data was analyzed by mean, standard deviation (S.D.), t-Test, One-way ANOVA, and Enter Multiple
Regression. The results showed as follows: the media exposure on energy drinks was television at high level and others media was at moderate level. The decision to buy energy drinks was at moderate level. Gender, age, education, and occupation had decision making to buy the energy drinks was different at the significance level of .05. The media exposure to advertising media affecting the decision making to buy the energy drinks consisted of 8 medias including Social media 31.00%, Poster 20.60%, Radio Broadcasting 20.40%, Products logo 17.60%,
Magazine 13.10%, Billboard 11.10%, Marketing activities 8.80% and Television 5.60%.