EFFECT OF ADVERTISING ON CONSUMERS PURCHASE DECISION OF BABY DIAPER

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Focusing on the influence of advertising, this study investigates its effect on consumer purchasing decisions regarding baby diapers in Addis Ababa. By analyzing factors such as advertising media, source credibility, attractiveness, and product personality congruence, the research aims to reveal the relationship between these elements and consumer behavior. Utilizing a quantitative approach, data will be gathered from 384 respondents through questionnaires, employing descriptive and explanatory research designs to test hypotheses and examine variable relationships.