University Students Purchases Attitude Toward Advertising and Brand Preferences

Nowadays, it is important to determine which advertising media are affected by consumers and which brands they prefer in terms of marketing. In this respect, atotal of 612 students studying in Gumushane University and Bayburt University in 2018 were interviewed by using face-to-face survey method. Unlike previous studies in the study, 11 different brands of university students (Blue Jeans, Kinetix, Adidas, Nike, DeFacto, Lcw, Levi’s, Lacoste, Puma, Loft, Koton) from 7 different advertising tool (TV, Internet, Newspaper, Magazine, Radio, Banner Ads and People in the Circle) the effects of consumers attitudes toward advertisements (TM) brand awareness (MB), brand loyalty (MS), brand orientation (MO) and brand trust (MG) the effects on procurement decisions (SK) have been tried to be interpreted. When the result of the Sructural Equation Model were evaluated all hypotheses were accepted