Page 157 - MARSIUM'21 COMP OF PAPER

135 Dayang Permai (2022)

It demonstrates that all independent factors, including audience emotion, perceptual values, attitude, and culture, have a significant value of
0.05; moreover, they have significant values and correlations with the dependent variable, commercial content. As a result, all variables
accept H1, H2, and H3 and reject H0 (H null).

Hypothesis Statement Accept/Reject

H1 There is a significant relationship between audience Accept H1, Reject H0
emotions towards advertisement.

H2 There is a significant relationship between perception values Accept H2, Reject H0
towards advertisement.

H3 There is a significant relationship between attitude towards Accept H3, Reject H0
advertisement.

H4 There is a significant relationship between culture towards Accept H4, Reject H0
advertisement.

Self-reported survey data have validated the significant insights regarding consumer habits in the context of technology.

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