THE ROLE OF DREAMS OF ADS AND EXPOSURE TO ADS ON PURCHASE INTENTION WITH THE MODERATION EFFECT OF PRICE

This study examines dream of ads and exposure to ads on purchase intention, moderated by Price, and Dreams of Ads as mediating variables. This study aims to explore the relationship between these variables to provide additional information in marketing science and to provide information in the field of marketing in creating managerial strategies for companies. The respondents of this research are individuals who have dreamed of their dream products in Indonesia. The analysis test of this research used the method of the Structural Equation Model (SEM). The total sample in this study was 180 respondents. This study shows a positive influence between Exposure to Ads on Dreams of Ads, Dream of Ads on Purchase Intentions, Exposure to Ads on Purchase Intentions, and the moderating role of Price. However, the mediating part of Dreams of Ads between Exposure to Ads and Purchase Intention does not have a significant relationship. The implication of this research is to provide managerial advice to companies in making advertisements that follow the dreams of the company's target market.


INTRODUCTION
Exposure to Ads has a relationship with various types of platforms (Shang et al., 2018). This is because, in advertising, we can use any medium. A few years ago, the advertisements that we often encountered were advertisements in newspapers. However, in recent years, advertisements have appeared in e-mails when scrolling through social media and ads on the radio. The impact of exposure to ads received by customers has been widely carried out. Still, the effect studied on consumers' effects consciously has not been widely carried out (Mahdavi, Fatehi Rad and Barbosa, 2019). Exposure to Ads received by the public affects society, such as a change in the Purchase Intention of customers exposed to advertisements (Lavidge and Steiner, 1961). Exposure to Ads affects consumers' subconscious, which causes the emergence of Purchase Intentions (Mahdavi, Fatehi Rad and Barbosa, 2019). Price is one of the variables in marketing that has a exposed to ads, especially now that the internet has become the primary thing for people to use in supporting their daily needs. Even working in the office, people immediately get notifications about advertisements to open related applications from their cellphones.
The public, as internet users intentionally or not, will encounter various advertisements on internet platform services. Especially the existence of digital marketing makes the advertising exposure received by the public greater. It causes the dream products found in advertisements to be carried away into dreamland. Through digital marketing, people only need to write down keywords and find new promotions on the internet. The advertisements found on the internet will compete to attract consumers' attention, especially with the Price.
Therefore, Exposure to Ads and Price are two crucial things to generate Purchase Intention.
Previous research shows that exposure to ads, dreams of ads, and purchase intentions influence each other. Previous research confirmed that Exposure to Ads has a positive impact on Purchase Intention, which also has direct and indirect effects on Dreams of Ads (Mahdavi, Fatehi Rad and Barbosa, 2019). Advertising is a dreamlike structure. Advertising can be a subject that can interpret the format of the subconscious. Advertising can have a hidden meaning and even become an expression without writing (Forest, 2016).
In a previous study, Mahdavi et al. (2019), The variables of Exposure to Ads, Dreams of Ads, and Purchase Intentions have been investigated. However, according to Mahdavi et al. (2019) in previous studies have not considered socio-economic factors. So in this study, socioeconomic factors are used as a consideration in the form of Price variables. In the two previous studies (Forest, 2016;Mahdavi, Fatehi Rad and Barbosa, 2019), the object of research is still too Fara Hajar Puspita Putri Tantri Yanuar Rahmat Syah 282 broad. The thing of research taken is consumers in a country in general. Therefore, this study focuses more on referring to the Indonesian people who dream of their dream products.
This study has a purpose: to explore knowledge about the relationship between Exposure to Ads, Dreams of Ads, and Purchase Intentions regarding dream products in Indonesia influenced by Price. In addition, this research is expected to contribute to marketing knowledge, which has managerial implications for companies in Indonesia.

Exposure to Ads
Exposure to Ads is a picture of consumer behavior that allows itself to be exposed by itself to various advertising platforms (Mahdavi, Fatehi Rad and Barbosa, 2019). The Exposure to Ads received by the customer causes the customer to pay attention to the advertisement and store it in memory because the customer is constantly receiving Exposure to Ads (Pechmann and Stewart, 1988). Soh et al. (2009) stated that advertising is a reliable source of information about goods/services. This is because advertising is an effective source of information. After all, consumers believe in advertising. Lavidge and Steiner (1961) stated that the function of advertising is to help achieve sales. Ketelaar et al. (2015) noted that the variety of advertising media today has drastically increased significantly. Lohmann (2016) states that dreams are an important game and are often considered an underestimated role in a cultural belief. This is because dreams provide a personal experience whose information in dreams is verified directly by the leader. Graham et al. (2015) stated that when asleep, the human brain produces more solutions than the awake brain. Thus, humans are believed to be able to solve problems when sleeping or when dreaming. A study says the brain that is asleep will not be the same as the awake brain. In this case, the problem-solving ability, where the brain is asleep, is better to solve the problem (Barrett, 2011)-remember 30% of the human lifespan to fall asleep or dream (Mahdavi, Fatehi Rad and Barbosa, 2019). It will be very effective if the advertising effect touches 30% of the human lifetime. Humans who are asleep can cognitively control the content of their dreams about what they are currently paying attention to (Hoelscher, 1981).

Purchase Intention
Purchase Intention is the basis of consumer perceptions of several things that consumers find attractive. One of the exciting things mentioned is that Price is one of the influences to create Purchase Intentions for consumers (Yulianingsih, Syah and Anindita, 2019). Stiawan and Syah (2017) argue that Purchase Intention indicates how much someone intends to buy. Purchase intention also measures a person's willingness to accept. Buying intention is related to the  (Ruswanti, Gantino and Sihombing, 2019).

Price
Price is one of the variables in marketing that has an impact on Purchase Intention (Finch, Becherer and Casavant, 1998). To get a high Purchase Intention, marketing and advertising to consumers are carried out (Kukar-Kinney, Ridgway and Monroe, 2012). Companies will be willing to spend large amounts of budget for their sales promotion (Alvarez and Casielles, 2005).
Price is one of the motivations of consumers to try certain products (Konuk, 2015). Price is one form of advertising that has been carried out from the past but is still popular today (Palazón and Delgado, 2009). Consumers consider prices a form of sacrifice in making purchases; consumers will shop more to get the cheapest Price (Jin and Sternquist, 2003). Price is a measure of the effectiveness of advertising (Palazón and Delgado, 2009). Matzler et al. (2006) stated that Price has a significant role as a determinant of purchase.

The Relationship between Exposure to Ads and Dreams of Ads
Advertisements received by consumers repeatedly result in consumers paying attention to ads and storing advertisements in their brain memory (Pechmann and Stewart, 1988). Spoken words that enter human memory before falling asleep influence the content of dreams (Hoelscher, Klinger and Barta, 1981). Before falling asleep, humans are advised to think of a specific object. This object will be an influence on their dreams (Walker and Johnson, 1974).
Various messages conveyed by advertisements will be received by the human brain and processed when the human brain is unconscious or asleep (Graham, Lawrence and Requejo, 2015). All messages from advertisements continuously exposed to consumers will be digested and evaluated when the human condition is not aware that it is asleep (Barrett, 2011).
Exposure to Ads shows that the construction of advertising is complex (Hanewinkel, 2010). After reading the news, a person's worries affect his dream while sleeping (MacKay and DeCicco, 2020). Humans are more natural to dream about their concerns than dream about things that are not very important (Nikles et al., 1998). Previous studies have discussed the positive influence between Dreams of Ads and Purchase Intentions (Hoelscher et al., 1981;MacKay and DeCicco, 2020;Mahdavi et al., 2019;Nikles et al., 1998;Pechmann and Stewart, 1988;Walker and Johnson, 1974).
From the description above, the researcher believes that the Dreams of Ads experienced by consumers can affect consumers' Purchase Intentions. This finding is because the human brain Fara Hajar Puspita Putri Tantri Yanuar Rahmat Syah 284 does not stop working even though it is asleep and will affect consumers' Purchase Intentions.
Because of the description above, a hypothesis is built, namely: H1. Exposure to Ads received has a positive influence on the Dreams of Ads. Mahdavi et al. (2019) has proven the influence of Dreams of Ads received by consumers on consumer psychology, namely raising Purchase Intentions. Worry upon waking from dreaming affects a person's response globally (MacKay and DeCicco, 2020). Dreams are essential in honing human trust (Lohmann, 2016). Barrett (2011) writes about the impact of goals that explain a problem and provide a solution. Forest (2016) has proven the influence of advertisements carried into the subconscious and then generate Purchase Intentions.Kami menemukan beberapa peneltian yang telah membahas pengaruh positif antara paparan iklan dan niat beli (Barrett, 2011;Forest, 2016;Lohmann, 2016;MacKay and DeCicco, 2020;Mahdavi et al., 2019;Walker and Johnson, 1974).

Relationship of Dreams of Ads and Purchase Intention
The researcher believes that exposure to advertising received by consumers can affect consumers' Purchase Intentions from the description above. Consumers record messages from exposure to advertisements they receive to be evaluated in their brains and affect consumers' Purchase Intentions. So from the description above, the following hypothesis is built:

Relationship between Exposure to Ads and Purchase Intention
Belch and Belch (2014) have proven that some consumers think that the value of a product will be lifted if the advertisement contains creativity such as visual and audio quality by consumer tastes. Consumers will evaluate the advertising exposure they receive and decide to support or oppose the advertisement's message. Exposure to ads that are incentives and long enough interactions will result in consumers building significant Purchase Intentions (Rau, 2008). Advertising can significantly influence changing consumer attitudes, such as consumer Purchase Intentions (Lim, 2015). Lim (2015) also explained that repetition of advertisements would result in advertising brands being stored in consumers' memory, resulting in high Purchase Intentions. It has been proven by Lavidge and Steiner (1961) that consumers who are exposed to extensive advertising will influence their Purchase Intentions. The process regarding the effect of advertising exposure on Purchase Intention has been described by Lavidge and Steiner (1961). A significant positive impact was found on Purchase Intention (Ruswanti, Gantino and Sihombing, 2019). Several previous studies discuss the positive influence between advertising exposure and advertising dreams (Belch and Belch, 2014;Hanewinkel et al., 2010;Lavidge and Steiner, 1961;Mahdavi et al., 2019;Ruswanti et al., 2019).

Jurnal Manajemen Teori dan Terapan Volume 14. No. 3, Desember 2021
285 This study measures the effect of exposure to advertising received by consumers on advertising dreams experienced by consumers. Researchers assume that the level of exposure to advertising received by consumers will be directly proportional to the advertising dreams experienced by consumers. Responding to the description above, concluding the hypothesis is: H3. There is a positive influence between Exposure to Ads received by consumers on Purchase Intentions.

Moderate Role of Price
Sinha and Adhikari (2017)  Ads and Purchase Intention. Therefore, the fourth hypothesis in this study is: H4. Price will increase the Exposure to Ads to Purchase Intention.

Mediation Role of Dream of Ads
X. J. Lim et al. (2017) previously, it has been proven that there is a significant mediating role in consumer attitudes towards purchase intentions. Sallam and Wahid (2012) highlights if the mediating role of consumer attitudes between advertising and purchase intention has a significant effect. Advertising dreams also have a large role in the relationship between Advertising Exposure and Purchase Intention in our research Mahdavi et al. (2019). Attitude towards advertising has a significant mediating role in the relationship between advertising (Hasanah and Wahid, 2018). Several previous studies have discussed the relationship between Advertising Exposure and Purchase Intention and have a mediating role in it (Hasanah and Wahid, 2018; X. J. Lim et al., 2017;Mahdavi et al., 2019;Sallam and Wahid, 2012).

RESEARCH METHODS
This study uses a quantitative approach. This study collects data through questionnaires filled out using an online survey through the Google Form platform. The questionnaire uses a 5 (five) Likert scale with the number 1 (one), which means strongly disagree, to 5 (five), which suggests strongly agree. This study uses a purposive sampling method by taking samples with certain conditions (Hair Jr. et al., 2014). The conditions in question are people in Indonesia aged 15 to 50 years, both men and women. They have dreamed of their dream products such as cars, cellphones, or houses.
The distribution of the questionnaire was carried out in May 2021 in Indonesia. In this research, the people we choose are Indonesian people who dream of their dream products. The dream products we mean include Cars, Homes, and Mobile Phones. We chose the three products because they are the most coveted products in Indonesia. The number of research samples to be studied is 5 (five) times the total number of statements, so the minimum number of research samples is 115 people. However, to get maximum results, we collected a total of 180 respondents. Table 1. Adequacy (MSA). If the value of KMO and MSA is more than 0.5 or even close to 1, it is a good indicator of value. On the other hand, if the value is less than 0.5, it indicates a poor deal. For reliability testing, it was using Cronbach's Alpha. Testing by looking at the numbers, if the number from Cronbach's Alpha is more than 0.6 or even closer to 1, then the value gets better (Hair Jr. et al., 2014).

Fara Hajar Puspita Putri
Meanwhile, to analyze this quantitative study, the data from the distributed questionnaires were then tested using the Structural Equation Modeling (SEM) method using the SmartPLS software. This analysis aims to test the suitability of the research model and the hypotheses testing so that it can explain the relationship between variables and explain the direct or indirect impact between each variable (Hair Jr. et al., 2014).
Data collection begins with distributing the initial questionnaire, which is spread to 30 respondents. From this initial questionnaire analysis, there is six (6) valid Exposure to Ads statements. For the Dreams of Ads variable, four reports were found to be correct. While on the Purchase Intention variable, six (6) accurate opinions and seven (7) valid statements for the Price variable. Thus, from the results of the initial questionnaire analysis, 28 ideas were found to all accurate reports. Then, of the 28 valuable ideas, the number of research samples will be determined, five (5) times the total number of good arguments (Hair Jr. et al., 2014).

RESULTS AND DISCUSSION
Respondents from this study amounted to 180 people with female characteristics, 79% and 21% male. Forage characteristics, the age range of 15-20 years is 11%, 20-29 years is 63%, aged 30-39 years is 6%, the age range is 40-49 years is 15%, and aged 50 years over is 5%. For the characteristics of the latest education, there are 1% who are not in school, 6% for the lastest education level of junior high school, 31% for the lastest education level of high school, 5% with the lastest level education diploma, 49% with the lastest education level undergraduate, 7% with the latest education level master's degree, and 1% with the lastest education level of 1%.
Respondents were asked to fill out a questionnaire and choose three (3)  Sourced from the T-Statistics Path Diagram in Table 2, the T-Statistics value has a value greater than T- Table (T-Statistics >= T-Table) or is more than equal to 1.659; and the P Values are less than 0.05; then the results of this study is to support the hypothesis. This study can support the hypothesis if the value of T-Statistics has a value greater than T- Table (T-Count >= T-Table) or is more than equal to 1.659; the P-Values are less than 0.05. None of the four hypotheses have a T-Count lower than 1.659; and none had P Values less than 0.05. The data support the hypothesis

Discussion
This study explores the effect and relationship between Exposure to Ads, Dreams of Ads, and Price as a moderator on Purchase Intention. The H1 hypothesis test proves that Exposure to Ads has a positive effect on Dreams of Ads. This proves that if someone is exposed to a highintensity advertisement for a product, it is likely that that person will dream about it. In addition, the second hypothesis is also supported by the data. This explains that if consumers crave a product, they are likely to have the Intention to buy the product they dream of. This research can be a strategy for a company in marketing products from Exposure to Ads, resulting in consumers desiring the product and causing Purchase Intentions. Also, in the third hypothesis, Exposure to Ads alone is supported by data to elicit Purchase Intention. This can be input in creating a company strategy in marketing that Dream of Ads products influence, increasing consumer buying intentions. Similar to the fourth hypothesis supported by the data, this study means that if Exposure of Ads is moderated by Price, it will affect Purchase Intention. This finding can suggest managerial marketing that advertising a dream product by including a Price can affect consumers' Purchase Intentions. This finding is based on the fact that individuals often exposed to advertisements will be carried away into dreams. This is in line with Mahdavi et al.'s (2019) results, which states that there is indeed a relationship between Exposure to Ads and Dreams of Ads. Mahdavi et al. (2019) previously examined consumers in the Muslim country of Iran with 183 consumers. Meanwhile, this study was studied in a country with various religions and ethnicities in Indonesia with 180 consumers and had the same positive results. These results signal that the relationship between Exposure to Ads and Dreams of Ads is positively related even though consumers are Muslim or mixed people. This study is also in line with the study of Walker and Johnson (1974), which stated that experimental giving before bedtime suggestions to dream about specific topics could affect the content of dreams. In Walker and Johnson's (1974) study, respondents were asked to dream about a particular topic. While in this study, respondents desire certain products due to Exposure to Ads they receive. Thus, this finding has the power to corroborate several similar previous studies such as Hoelscher et al. (1981), MacKay and DeCicco (2020); Mahdavi et al.
(2019); Nikles et al. (1998); Pechmann and Stewart (1988). However, this study differs from Walker and Johnson (1974), which states that various methodological problems have hindered the suggestion of sleep and dream content.
The subsequent finding in this study is the relationship between fish dreams and Purchase Intentions. This can be explained that the impact of Dreams of Ads is suitable for generating Purchase Intention in consumers, which can be input for both local and international marketers. This finding aligns with Graham et al. (2015) that imagination or dreams can make a person more confident in a belief. This finding is in line with the conclusions of this study regarding goals that impact generating Purchase Intention. Similarly, Mahdavi et al. (2019) state that Dreams of Ads positively affect Purchase Intention. This explains that the impact of Dreams of Ads, which has rarely been studied, impacts Purchase Intention in the field of marketing positively. This finding corroborates several previous findings similar to those of Barrett   Belch and Belch (2014); Hanewinkel et al. (2010); Mahdavi et al. (2019); Ruswanti et al.
(2019), but is not in line with the findings of Lavidge and Steiner (1961) which states that Exposure to Ads is not a criterion for effectively and ultimately generating Purchase Intentions.
In the last hypothesis of this study and the third hypothesis, the theory is supported by data.
Another hypothesis is that no previous research has found that it does not influence the relationship between Exposure to Ads and Price on Purchase Intention. Chang and Wildt's (1994) research proves that perceived Price and perceived quality lead to perceived value and are the main factors influencing Purchase Intention. Likewise, a study from Sinha and Adhikari (2017)  The interaction in this study between Dreams of Ads, Exposure to Ads, and Purchase Intentions is a relationship called mediation (Baron and Kenny, 1986). This study's Dream of Ads variable acts as a mediator between Exposure to Ads and Purchase Intention. Thus, according to Baron and Kenny (1986), the Dreams of Ads variable is influenced by the independent variable, namely Exposure to Ads, and affects the dependent variable, namely Purchase Intention . Hair Jr. et al. (2014) also stated that mediation evaluation could be done with the Regression Test.
From the Regression Test results that have been carried out both linearly and multiply, the relationship between Exposure to Ads, Dreams of Ads, and Purchase Intentions were not statistically significant between the three. Even so, the mediation that occurs between Exposure to Ads, Dreams of Ads, and Purchase Intentions in this study, according to Baron and Kenny (1986), includes Full Mediation. This can be seen from the form of this research model.
From this explanation, it can be said that the role of Dreams of Ads in mediating Exposure to Ads to Purchase Intention is not supported by data.
X. J. Lim et al. (2017) have previously tested the mediating relationship between the effect of advertising, Purchase Intention, and consumer behavior as a mediating effect. The results of the mediation stated that there was a significant influence between the three. Another finding says that the involvement of mediation for advertising on Purchase Intention has a consequence (Toor and Husnain, 2017). Toor and Husnain (2017) mention the mediating effect of reducing the impact of advertising on Purchase Intention. Another finding states that the mediation between Price and Purchase Intention affects. However, no significant effect was found to mediate certain factors on Purchase Intention (Hussin, 2013). Paul and Bhakar (2018) stated that the data from their research do not support the mediating effect on the relationship between advertising and Purchase Intention. In their study, Steiner et al. (2014) also explain that the relationship between promotions and Purchase Intentions is supported by data and consumer expectations of Purchase Intentions. However, the results differ when consumer expectations are used as a mediator, and the results are not significant. It can be said; this study strengthens several previous studies belonging to Hussin (2013), Paul and Bhakar (2018), Steiner et al. (2014). However, this study also weakens some previous studies (X. J. Lim et al., 2017;Toor and Husnain, 2017).

CONCLUSION
This study has proven a relationship between advertising dreams and Purchase Intention and influences advertising exposure and advertising dream. This means that the first hypothesis and the second hypothesis in this study are proven. However, this study also demonstrates no significant effect between advertising exposure and Purchase Intention, and Price does not impact increasing Purchase Intention.
The implication of this research is to provide managerial implications, especially in the field of marketing for companies in creating their strategies. The organizational method in question is to adjust advertising to the dreams or hopes of a company's target market. With this research, it is hoped that companies in Indonesia can implement good strategies in creating effective marketing strategies, especially on advertising and Prices. This study provides input on a good marketing strategy for creating advertising dreams and generating Purchase Intentions for consumers.
This study has several limitations that can be addressed in future research. This study only discusses advertising exposure in general. Future research can be managed more specifically, such as certain types of advertising exposure that are the most intense in exposing the public.
The second limitation in this study is the value of the advertising dream variable, which is influenced by advertising exposure. It can be detailed in the types of advertising exposure that Fara Hajar Puspita Putri Tantri Yanuar Rahmat Syah 294 affect advertising dreams. This is necessary to obtain a more detailed strategy in marketing a product.
Furthermore, the third limitation is that this research was carried out during the Covid 19 pandemic. The state of Exposure to Ads and Price perception would be very different from the situation when there was no pandemic. Then, the fourth limitation of the research is that the highest Price for the dream product has not been conveyed. This can be input for further research on the effect of the highest Price on a dream product.