The Influence of Informativeness, Advertising Creativity, and Attitude Toward Empathy Expression on Purchase Decision: A Study on Samsung Galaxy S9 Ads on Facebook

The purpose of this research are to analyze : (1) The effect of informativeness on attitude toward empathy expression of Samsung Galaxy s9 ads in Facebook (2) The Effect of informativeness on purchase intention of Samsung Galaxy s9 ads in Facebook (3) The effect of advertising creativity on attitude toward empathy expression of Samsung Galaxy s9 ads in Facebook (4) The effect of advertising creativity on purchase intention of Samsung Galaxy s9 ads in Facebook (5) The effect of attitude toward empathy expression on purchase intention of Samsung Galaxy s9 ads in Facebook The type of this research is causative research. The population on this research is all padang city society who has a Facebook account. Total sample of this research was 150 people by using questionnaire. The result of this research shows that (1) informativeness has significant positive effect on attitude toward empathy expression of Samsung Galaxy S9 ads in Facebook (2) informativeness has significant positive effect on purchase intention of Samsung Galaxy S9 ads in Facebook (3) advertising creativity has significant positive effect on attitude toward empathy expression of Samsung Galaxy S9 ads in Facebook (4) advertising creativity has no significant positive effect on purchase intention of Samsung Galaxy S9 ads in Facebook (5) attitude toward empathy expression has significant positive effect on purchase intention of Samsung Galaxy S9 ads in Facebook The conclusion from this research is informativeness and advertising creativity a significant effect on attitude toward empathy expression of Samsung Galaxy S9 ads in Facebook and informativeness a significant effect on purchase intention expression of Samsung Galaxy S9 ads in Facebook. meanwhile creativity adverting that there is no significant effect on purchase intention Samsung Galaxy S9 ads in Facebook. But advertising creativity that there is no significant effect on purchase intention Samsung Galaxy S9 ads in Facebook to pass attitude toward empathy expression. For the future research it is better to explore more variables that can influence customer purchase decision.