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All Journal Jurnal Ilmu Manajemen Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ilmu Manajemen
Muzammil, Oktafalia Marisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE ROLE OF PERCEIVED HEALTH BENEFIT, BRAND IMAGE, AND DESIGN APPEAL TOWARDS HEALTH MASK REPURCHASE INTENTIONS AFTER EASING POLICY OF HEALTH PROTOCOL Achmadi, Caesar Rosyad; Makarim, Muhammad Harfiansyah; Muzammil, Oktafalia Marisa
JURNAL ILMU MANAJEMEN Vol. 21 No. 1 (2024): JUNE 2024
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v21i1.73086

Abstract

This research entitled "The Influence of Perceived Health Benefit, Brand Image, and Design Appeal Towards Repurchase Intentions After Easing Policy of Health Protocol" has three objectives, namely: (1) Knowing the influence of perceived health benefit towards health mask repurchase intentions, (2) Knowing the influence of brand image towards health mask repurchase intentions, (3) Knowing the influence of design appeal towards health mask repurchase intentions. WHO (2020) describes a health mask as a loose, disposable device that creates a physical barrier between the wearer's mouth and nose as well as potential contaminants in the immediate environment. The method of this study is quantitative method. The population in this study was citizen of Indonesia in Java Island at least 17 years old who purchase health mask in recent three months. The sample in this study is 248 respondents. Data collecting method using online questionnaire and processed using SPSS version 26. The result of this study are: (1) Perceived health benefit has a significant effect on repurchase intention, (2) Brand image has a significant effect on repurchase intention, (3) Design appeal has a significant effect on repurchase intention.
Negative E-WOM “Perang Indomie dan Mie Gaga” dalam mempengaruhi Switching Intention dengan Brand Trust sebagai mediasi Alex Sander, Ongky; Muzammil, Oktafalia Marisa; Putri, Yohanna
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 4 No. 04 (2024): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i01.644

Abstract

In mid-2023, viral news on various social media such as Tiktok, Instagram and Youtube regarding the case of two well-known instant noodle brands in Indonesia, namely Indomie and Mie Gaga. This became negative news for the Indomie brand because of the issue that the owner of Indomie, Sudono Salim, “betrayed” his business partner, Djajadi Djaja, who is currently the owner of the Mie Gaga brand. The negative news (negative ewom) that went viral on social media resulted in various negative responses from the public, especially the decline in brand trust in the Indomie brand. As a result of the negative issues circulating, a group of consumers began to switch (switching intention) from Indomie products to Mie Gaga products. Based on the phenomenon between Indomie and Mie Gaga, it can be seen that negative e-wom can influence consumers to switch to other brand products, because negative e-wom can reduce consumer trust. This research uses Structure Equation Modeling (SEM) involving 217 Indomie consumers who have known the news of Indomie and Mie Gaga. In explaining the results of the research objectives to be achieved, a survey method was used by distributing questionnaires with Likert measurement scale (1-5) and measuring instruments, namely SMART-PLS 3. The results showed that Negative E-WOM and Brand trust have a significant effect on consumer Switching intention. Meanwhile, Negative E-WOM has no significant effect on Brand trust. Finally, Brand trust is not a moderator variable that can predict the effect of Negative E-WOM on Switching intention
THE ROLE OF PERCEIVED HEALTH BENEFIT, BRAND IMAGE, AND DESIGN APPEAL TOWARDS HEALTH MASK REPURCHASE INTENTIONS AFTER EASING POLICY OF HEALTH PROTOCOL Achmadi, Caesar Rosyad; Makarim, Muhammad Harfiansyah; Muzammil, Oktafalia Marisa
JURNAL ILMU MANAJEMEN Vol. 21 No. 1 (2024): JUNE 2024
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v21i1.73086

Abstract

This research entitled "The Influence of Perceived Health Benefit, Brand Image, and Design Appeal Towards Repurchase Intentions After Easing Policy of Health Protocol" has three objectives, namely: (1) Knowing the influence of perceived health benefit towards health mask repurchase intentions, (2) Knowing the influence of brand image towards health mask repurchase intentions, (3) Knowing the influence of design appeal towards health mask repurchase intentions. WHO (2020) describes a health mask as a loose, disposable device that creates a physical barrier between the wearer's mouth and nose as well as potential contaminants in the immediate environment. The method of this study is quantitative method. The population in this study was citizen of Indonesia in Java Island at least 17 years old who purchase health mask in recent three months. The sample in this study is 248 respondents. Data collecting method using online questionnaire and processed using SPSS version 26. The result of this study are: (1) Perceived health benefit has a significant effect on repurchase intention, (2) Brand image has a significant effect on repurchase intention, (3) Design appeal has a significant effect on repurchase intention.
Co-Authors Alex Sander, Ongky Caesar Rosyad Achmadi Muhammad Harfiansyah Makarim Yohanna Putri, Yohanna