Browsing by Author "Wondimu Seifu"

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    The Effect of Advertising on Consumer Buying Behavior : The Case of Safaricom Ethiopia in Addis Ababa
    (Addis Ababa University, 2024-10) Wondimu Seifu; Tewodros Mesfin (P h D)
    The objective of this study was to investigate the effect of advertising on customersbuying behavior on the Safaricom Ethiopia. There were 366 respondents was participate in this study , In order to gather quantitative data the data collectionmethod was mixed method ,The primary data used in this study was the information gathered from the respondents via questionnaires with the Likert scale has five ratingscales: strongly agree (5), agree (4), neutral (3), disagree (2), and strongly disagree (1) was used to measure the questionnaire responses. this study used quantitative researchdesign. The study's target population was customers of Safaricom Ethiopia which are in Addis Ababa city-based by using convenient sampling method with descriptiveand explanatory research designs. Multiple regression analysis and descriptive statistics were performed using The statistical Packages for social science(SPSS)version 29 .The study's multiple regression analysis indicated that buying behaviour of Safaricom Ethiopia's customers is positively and significantly correlated with thesource, message, and channel factors.The study's conclusion demonstrated a positive correlation between consumers' buying behavior and the advertisement's independentvariables source,message and channel. Keywords: Advertising, Consumer, Consumer Buying Behavior,Message , Source , Channel