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All Journal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Journal of Educational Management Research
Bintoro Bagus Purmono
Universitas Tanjungpura, Pontianak
Humanities Economics, Econometrics & Finance Education Social Sciences

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THE EFFECTS OF UTILITARIAN AND HEDONIC VALUES ON PURCHASE INTENTION FOR SPORTS SHOES Cindika Verona; Juniwati Juniwati; Ilzar Daud; Barkah Barkah; Bintoro Bagus Purmono
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v9i2.41289

Abstract

The rapidly growing sports trend has led to an increase in sales in the sportswear industry, especially in footwear sales. Adidas, as the top brand in Indonesia, has successfully dominated the sports footwear market and outperformed local and other global products in emerging markets such as Indonesia. This study examines the effect utilitarian and hedonic value on purchase intention, with attitude positions as a mediating variable and FOMO as a moderating variable. Using a quantitative method on 256 Generation Z respondents in Indonesia and analyzed using SEMPLS version 4, the results indicate that both independent variables have a significant effect on purchase intention, both directly and through the mediation of the attitude variable. Furthermore, attitude as a mediating variable also plays a significant role in purchase intention. However, the influence of FOMO as a moderating variable between attitude and purchase intention shows insignificant results. These findings provide strategic implications for Adidas in enhancing product innovation.
From Negative eWOM to Brand Switching: The Role of Boycott Motivation and Variety Seeking Lidya Hidayani; Wendy; Bintoro Bagus Purmono; Wenny Pebrianti; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 5 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i5.3103

Abstract

This study aims to examine the effect of Negative Electronic Word of Mouth (eWOM) on Switching Intention, both directly and indirectly through Boycott Motivation and Variety Seeking as mediating variables. A quantitative research approach was employed using data collected from 200 Pizza Hut consumers who were active on social media. Data were obtained through an online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4, including bootstrapping to assess mediation effects. The results show that Negative eWOM positively and significantly affects Boycott Motivation, Variety Seeking, and Switching Intention. Boycott Motivation also has a positive and significant effect on Switching Intention and significantly mediates the relationship between Negative eWOM and Switching Intention. In contrast, Variety Seeking does not significantly affect Switching Intention and does not mediate the relationship between Negative eWOM and Switching Intention. The findings imply that negative digital information can directly encourage switching intentions while also strengthening boycott motivation as the dominant psychological mechanism underlying brand switching. These findings highlight the importance of proactive digital reputation management, effective service recovery, and transparent communication to reduce boycott motivation and consumer switching.
Co-Authors Barkah Barkah Cindika Verona Harry Setiawan Ilzar Daud Juniwati Juniwati Lidya Hidayani Wendy Wenny Pebrianti