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All Journal International Journal of Management, Economic and Accounting
Endang Sulistya Rini
University of North Sumatra
Economics, Econometrics & Finance

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Consumer Perception in Brand-Driven Purchase Decisions for Heated Tobacco Products Tsania Salsabilla; Endang Sulistya Rini; Fadli
International Journal of Management, Economic and Accounting Vol. 4 No. 3 (2026): June 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/yzz2rp58

Abstract

The heated tobacco market has become increasingly competitive, requiring companies to strengthen their brands and better understand consumer behavior to influence purchase decisions. As a premium heated tobacco product, IQOS offers an alternative smoking experience through its heat-not-burn technology. However, preliminary observations indicated that consumer awareness, brand associations, perceptions, and purchase decisions toward IQOS in Medan City were still relatively low. This study aims to analyze the influence of brand awareness and brand association on purchase decisions, with consumer perception serving as an intervening variable. A quantitative research approach was employed using a survey of 160 respondents consisting of active smokers aged 21 years and above who had used or were familiar with IQOS products in Medan City. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results reveal that brand awareness, brand association, and consumer perception have positive and significant effects on purchase decisions. Furthermore, brand awareness and brand association significantly influence consumer perception. Consumer perception was also found to partially mediate the relationships between brand awareness and purchase decisions as well as between brand association and purchase decisions. These findings indicate that stronger brand recognition and favorable brand associations contribute to more positive consumer perceptions, which in turn enhance the likelihood of purchase. The study contributes to the brand equity and consumer behavior literature by providing empirical evidence that consumer perception serves as an important mechanism linking brand-related factors to purchase decisions in the context of heated tobacco products, particularly IQOS in Medan City.
Destination Attributes and Revisit Intention through Electronic Word of Mouth in Bukit Lawang Gina Oktavia Surbakti; Endang Sulistya Rini; Yeni Absah
International Journal of Management, Economic and Accounting Vol. 4 No. 3 (2026): June 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/x3920e47

Abstract

This study aims to analyze the influence of attractions, accessibility, amenities, and ancillary services on international tourists’ revisit intention to Bukit Lawang through electronic word of mouth as an intervening variable. Bukit Lawang is an ecotourism destination in North Sumatra with strong natural attractions, but its international tourist visits have shown unstable growth, indicating the need to understand factors that encourage tourists to return. This study used a quantitative descriptive and associative research design. Data were collected through questionnaires distributed to 170 international tourists who had visited Bukit Lawang during 2025–2026 and were at least 17 years old. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling to evaluate the measurement model, structural model, direct effects, and indirect effects. The findings show that attractions, amenities, ancillary services, and electronic word of mouth have positive and significant effects on revisit intention, while accessibility does not have a significant direct effect. However, accessibility significantly influences revisit intention through electronic word of mouth. The results also show that all destination attributes significantly influence electronic word of mouth, with amenities having the strongest effect. Electronic word of mouth has the strongest direct effect on revisit intention and significantly mediates the relationship between all destination attributes and revisit intention. This study contributes to ecotourism destination management by highlighting the importance of improving destination attributes and strengthening digital tourist communication to increase international tourists’ revisit intention.
Analysis of the Effect of Perceived Reduced-Risk Messaging and Digital Educational Content on IQOS Product Purchase Intention in Medan City Through Health Consciousness Retno Wulanningsih Damanik; Amlys Syahputra Silalahi; Endang Sulistya Rini
International Journal of Management, Economic and Accounting Vol. 4 No. 3 (2026): June 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/dqsks096

Abstract

This study examines how perceived reduced-risk messaging and digital educational content influence purchase intention for IQOS products in Medan City, with health consciousness positioned as a mediating variable. The study responds to the gap between consumer awareness of heated tobacco alternatives and the still limited conversion into purchase intention. A quantitative causal design was applied using a structured Likert-scale questionnaire distributed to 240 respondents who were smokers or had knowledge of IQOS products in Medan City. The data were analyzed using Partial Least Squares Structural Equation Modeling with a second-order construct approach. The findings show that perceived reduced-risk messaging positively and significantly affects purchase intention (beta = 0.311; t = 6.652; p < 0.001), while digital educational content also has a positive and significant effect (beta = 0.359; t = 8.162; p < 0.001). Health consciousness is the strongest direct predictor of purchase intention (beta = 0.463; t = 9.489; p < 0.001). Both perceived reduced-risk messaging and digital educational content also significantly increase health consciousness. Mediation testing confirms that health consciousness partially mediates the relationship between perceived reduced-risk messaging and purchase intention, and between digital educational content and purchase intention. These results indicate that communication strategies for IQOS should not rely solely on risk-reduction claims, but should integrate credible, accessible, and health-oriented digital education to strengthen consumer evaluation and purchase intention.
Co-Authors Amlys Syahputra Silalahi Fadli Gina Oktavia Surbakti Retno Wulanningsih Damanik Tsania Salsabilla Yeni Absah