Abstract
This study investigates the effect of religious-related attributes in social media promotion materials towards Muslim consumers’ behavioural intention, with consumer’s offensiveness mediating. Theories are applied to a case where Hanamasa Indonesia’s promotion materials were treated with skeptical e-WOMs since a customer revealed her experience was contrast to what appears visually and audibly on the restaurant’s social media posts. This quantitative study utilized 204 samples in a SEM (structural equation modelling) analysis and resulted: 1) visual attributes cause negative e-WOM indirectly, 2) consumer’s offensiveness mediates visual attributes on social media promotion materials to cause negative e-WOM, 3) consumer’s responsiveness mediates visual attributes on social media promotion materials to their offensiveness and 4) how consumers perceive the importance of Halal logo prevents them from getting offended.
References
Adawiyah, A., & Suhaimi, H. (2022). Business coaching: Implementation of digital marketing and addition of online channels in Indonesian MSME’s F&B business during the 2020 pandemic. In S. Noviaristanti (Ed.), Contemporary Research on Business and Management (pp. 90–92). Taylor & Francis Group.
Ahmad, W., & Sun, J. (2018). Modeling consumer distrust of online hotel reviews. International Journal of Hospitality Management, 71, 77–90. https://doi.org/10.1016/J.IJHM.2017.12.005
Akhtar, N., Sun, J., Ahmad, W., & Akhtar, M. N. (2019). The effect of non-verbal messages on Muslim tourists’ interaction adaptation: A case study of Halal restaurants in China. Journal of Destination Marketing & Management, 11, 10–22. https://doi.org/10.1016/J.JDMM.2018.10.001
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Bae, M. (2016). Effects of Various Types of Cause-Related Marketing (CRM) Ad Appeals on Consumers’ Visual Attention, Perceptions, and Purchase Intentions. Journal of Promotion Management, 22(6), 810–834. https://doi.org/10.1080/10496491.2016.1214210
Bemmaor, A. C. (1995). Predicting Behavior from Intention-to-Buy Measures: The Parametric Case. Journal of Marketing Research, 32(2), 176. https://doi.org/10.2307/3152046
Brady, M. K., & Robertson, C. J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study. Journal of Business Research, 51(1), 53–60. https://doi.org/10.1016/S0148-2963(99)00041-7
Catriana, E. (2021, March 24). Fasilitasi UMKM Dapatkan Sertifikat Halal Gratis, Ini Alasan Kemenkop UKM. Kompas.com. https://money.kompas.com/read/2021/03/24/183500226/fasilitasi-umkm-dapatkan-sertifikat-halal-dkk-secara-gratis-ini-alasan?page=all
Chu, S. C., & Kim, Y. (2015). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. Https://Remote-Lib.Ui.Ac.Id:2075/10.2501/IJA-30-1-047-075, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Enehasse, A., & Sağlam, M. (2020). The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust. Journal of Marketing and Consumer Research, 68(4), 22–32. https://doi.org/10.7176/JMCR/68-04
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/J.CHB.2016.03.003
Jang, S. C. (Shawn), & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451–460. https://doi.org/10.1016/J.JBUSRES.2008.01.038
Kumar, A., & Kim, Y. K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/J.JRETCONSER.2014.04.008
Madan, K., & Yadav, R. (2016). Behavioural intention to adopt mobile wallet: a developing country perspective. Journal of Indian Business Research, 8(3), 227–244. https://doi.org/10.1108/JIBR-10-2015-0112/FULL/PDF
Mahmoud, A. B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N., & Wakibi, A. (2021). Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2021.1971282
Martin, D., O’Neill, M., Hubbard, S., & Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3), 224–236. https://doi.org/10.1108/08876040810871183/FULL/PDF
Mattila, A. S. (2001). Emotional Bonding and Restaurant Loyalty. Cornell Hotel and Restaurant Administration Quarterl, 73–79.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press. https://psycnet.apa.org/record/1974-22049-000
Modig, E., & Rosengren, S. (2014). Can advertising creativity affect product perceptions and retailer evaluations? Journal of Product and Brand Management, 23(6), 452–461. https://doi.org/10.1108/JPBM-06-2014-0651/FULL/XML
Prendergast, G., Ho, B., & Phau, I. (2002). A Hong Kong view of offensive advertising. Journal of Marketing Communications, 8(3), 165–177. https://doi.org/10.1080/13527260210147342
Qi, S. (2016). The integrative effects of promotion attributes : implications for effective promotion design [Lingnan University]. https://commons.ln.edu.hk/mkt_etd
Rossiter, J. R., & Percy, Larry. (1997). Advertising communications & promotion management. 640. https://books.google.com/books/about/Advertising_Communications_and_Promotion.html?id=TEWkQgAACAAJ
Shaouf, A. A. A. (2018). Revising the Effects of Online Advertising Attributes on Consumer Processing and Response. International Journal of Marketing Studies, 10(1), p39. https://doi.org/10.5539/IJMS.V10N1P39
Small, D. A., & Verrochi, N. M. (2009). The Face of Need: Facial Emotion Expression on Charity Advertisements: Https://Doi.Org/10.1509/Jmkr.46.6.777_JMR6F, 46(6), 777–787. https://doi.org/10.1509/JMKR.46.6.777_JMR6F
Stevens, J. L., Spaid, B. I., Breazeale, M., & Esmark Jones, C. L. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375–384. https://doi.org/10.1016/J.BUSHOR.2018.01.007
Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564–573. https://doi.org/10.1016/J.JBUSRES.2019.09.040
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Vafaei, S. A., & Fekete-Farkas, M. (2017). Short communication: The effect of social media on customer behaviour and firms’ activities. In Management and Organization: Concepts, Tools and Applications (pp. 221–228). Pearson. https://doi.org/10.18515/DBEM.M2017.N02.CH19
Bahasa Abstract
Penelitian ini bertujuan melihat dampak yang ditimbulkan atribut religius dalam konten promosi di media sosial terhadap perilaku konsumen Muslim ketika termediasi consumer offensiveness (kekecewaan). Model diaplikasikan pada obyek studi kasus Hanamasa Indonesia, restoran yang sempat ramai disebut dalam e-WOM sebab isu kehalalannya. Penelitian bersifat kuantitatif dengan melibatkan 204 konsumen Hanamasa Indonesia yang datanya diolah dengan teknik SEM (structural equation modelling). Dari penelitian ini terungkap bahwa: 1) atribut visual memicu e-WOM negatif secara tidak langsung, 2) consumer offensiveness memediasi atribut visual pada konten promosi di media sosial terhadap disampaikannya e-WOM negatif, 3) sikap responsiveness konsumen memediasi atribut visual pada konten promosi di media sosial terhadap kekecewaannya, dan 4) perceived importance of Halal logo menghindari konsumen dari rasa kecewa.
Recommended Citation
Primaputri, Rizkia Amalia and Alversia, Yeshika
(2023)
"Analisis Pengaruh Atribut Religius dalam Konten Promosi di Media Sosial Terhadap Behavioural Intention Konsumen Muslim,"
Jurnal Manajemen dan Usahawan Indonesia: Vol. 46:
Iss.
1, Article 1.
Available at:
https://scholarhub.ui.ac.id/jmui/vol46/iss1/1