Abstract

Nowadays most businesses have shifted their business advertising from traditional to digital channels and abandon traditional advertising. Regardless of any business category, all businesses tend to move to the digital channel excluding the business in the financial sector.

This research will try to identify which advertising has more influence on consumer buying behaviour. Besides that, this research will identify if human interaction can improve the impact of advertising. This lead to better influence on the consumer. This research will be relevant to all businesses in the financial sector to find the best advertising strategy for their product and service.

The researcher used Microsoft Forms to develop an online questionnaire in collecting data from the respondent. The online questionnaire has been distributed to 350 potential respondents and the researcher manage to receive 105 complete questionnaires with valid answers. Data gathered had been analysed using SPSS and the result reveal that both advertising channels have a significant positive relationship with consumer buying behaviour.

This research shows that the impact of digital advertising on consumer buying behaviour is greater than the impact of traditional advertising. Besides that, the researcher also finds that human interaction can improve that advertising impact on consumer buying behaviour. From the result, a recommendation has been made for further and more specific research on the subject by future researchers. For financial institutions, they need to increase their online presence as consumer nowadays has shifted their advertisement preferences to digital advertising.

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