Penelitian ini bertujuan untuk mengetahui variabel yang berpengaruh secara positif di dalam model Overall Advertising Involvement yang terdiri dari message involvement, media involvement, dan creative involvement iklan Masyarakat Ekonomi Asean terhadap outcome behaviour pelaku usaha mikro yang dimediasi variabel brand attitude.Hasil penelitian ini menunjukkan bahwa overall advertising involvement berpengaruh secara positif terhadap outcome behaviour tanpa adanya mediasi dari brand attitude.This reseach is aimed to find out variables that positively influence Overall Advertising Involvement model, encompasing message involvement, media involvement, and creative involvement of Asean Economic Community advertising toward the outcome behaviour of micro business players mediated by brand attitude variable.

The result of this research shows that overall advertising involvement influences the outcome behavior positively without mediation from brand attitude.