Hypotheses

Significance Value

Result

H1: The irritation factor in storytelling advertisements harms Purchase Intention.

.5

Rejected

H2: The WOM factor in storytelling advertisements significantly impacts Purchase Intention.

.02

Accepted

H3: The entertainment factor in storytelling advertisements significantly impacts Purchase Intention.

.003

Accepted

H4: Memorability factor in Storytelling advertisements significantly impacts Purchase Intention

.04

Accepted

H5: The informativeness factor in Storytelling advertisements significantly impacts Purchase Intention.

.2

Rejected

H6: Time Duration factor in storytelling advertisements significantly impacts Purchase Intention.

.01

Accepted