Yasmin, Salma Nadira and Ulfa, Nurist Surayya (2026) THE EFFECT OF EMOTIONAL ADVERTISING EXPOSURE ON CONSUMER ATTITUDES TOWARD BANKING PRODUCTS: A CROSS - SECTIONAL STUDY OF BANK BCA ADVERTISEMENT. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

Text Thesis Journal - Salma Nadira Yasmin - Version 2.pdf - Submitted Version Download (223kB)

Abstract

The evolution of modern advertising strategies has shifted from rational information delivery
toward emotional approaches in shaping consumer attitudes, particularly in the banking industry
where products are intangible and complex in nature. This study aims to analyze the influence of
Cognitive Valuation, Affective Valuation, and Conative/Behavioral Valuation of emotional
advertising on consumer attitudes toward banking products, using the attitude formation model as
its theoretical framework. This study employs a quantitative explanatory approach, with data
collected from 97 valid respondents through questionnaires and analyzed using multiple linear
regression. The findings indicate that emotional advertising plays an important role in shaping
consumer attitudes toward banking products through cognitive evaluation, affective responses, and
behavioral tendencies. These findings suggest that consumer attitudes toward banking products are
influenced not only by rational evaluations but also by emotional engagement and behavioral
tendencies that emerge after exposure to advertising. This study concludes that the integration of
cognitive, affective, and behavioral aspects in emotional advertising constitutes an important
communication strategy in shaping consumer attitudes toward banking products.
Keywords: Emotional Advertising; Cognitive Valuation; Affective Valuation; Conative/Behavioral
Valuation; Consumer Attitudes; Banking Products
160. Ilmu Komunikasi 2026

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