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All Journal Ekonomi Bisnis Managament Insight: Jurnal Ilmiah Manajemen Asia-Pacific Management and Business Application Jurnal Manajerial Jurnal Doktor Manajemen (JDM) Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Journal of Entrepreneurship & Business Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Jurnal Dehasen Untuk Negeri Jurnal Manajemen dan Pemasaran Jasa
Muhammad Yasser Iqbal Daulay
Universitas Bengkulu
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Public Health Social Sciences Other

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Boycott Or Buy? Exploring Consumer to Brand Betrayal and Brand Hate in The F&B Industry Nabila Nurkhalisa; Muhammad Yasser Iqbal Daulay
Jurnal Manajerial Vol. 12 No. 02 (2025): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v12i02.9576

Abstract

Background – Boycotts are a form of rejection that has been going on for a long time and has a significant impact on product sales, production and marketing . Aim – This study further explores the relationship between negative word of mouth, brand hate, brand betrayal and desire for avoidance in the context of the boycott phenomenon against fast food restaurants, McDonald's. Design / methodology / approach – This study focuses on consumers in Indonesia who have purchased McDonald's products both before and after the boycott. The method used in this study is quantitative with purposive sampling technique and the analysis tool is Smart-PLS-based Structural Equation Modeling (SEM). Findings – The results of this study show that there is an influence between the NWOM variable on brand hate and brand betrayal, brand hate influences desire for avoidance. However, NWOM and brand betrayal have no effect on desire for avoidance. Nevertheless, NWOM mediated by hatred of the brand is proven to directly influence the desire for avoidance, while when mediated by hatred of the brand, the effect is insignificant. Conclusion – This study reveals that a person's decision to continue buying or avoiding a boycotted brand is not solely influenced by negative information, but is also influenced by various factors, such as the need for the product. Research implications – Based on the results of this study, companies need to pay more attention to managing negative sentiment, especially on social media, to prevent the emergence of hatred towards brands that have the potential to cause long-term loss of consumers. Limitations – The limitation of this study is the limited number of consumers who boycott. Not all individuals will avoid boycotted brands due to religious beliefs, sympathy, or geographical limitations covering only one country.
BEYOND LIVE STREAMING: HOW IMMERSION AND CONSUMER TRUST SHAPE PURCHASE INTENTION IN TIKTOK LIVE COMMERCE Muhammad Yasser Iqbal Daulay; Islamuddin
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 2 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i2.10310

Abstract

Live-streaming commerce has become a major component of social commerce, particularly on platforms such as TikTok that combine real-time interaction with online shopping. This study examines the effect of live streaming on purchase intention by considering the mediating roles of immersion and consumer trust. Based on the Stimulus–Organism–Response (SOR) framework and Flow Theory, the research explores how live-streaming experiences influence consumers’ psychological responses and behavioral intentions. A quantitative approach was applied using survey data from 229 TikTok users who had watched live-streaming sessions featuring fashion products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that both immersion and consumer trust positively and significantly influence purchase intention, with consumer trust exerting a stronger effect. However, live streaming does not significantly affect immersion, consumer trust, or purchase intention. These results suggest that internal psychological factors, particularly trust and immersion, play a more important role than technological features in shaping consumer purchase intentions in live-streaming commerce
Increasing Purchase Intention Through Emotional Appeal. Brand Ambassador and Brand Image : Study of Brand Awareness Mediation Wismawati Wismawati; Muhammad Yasser Iqbal Daulay
Jurnal Doktor Manajemen (JDM) Vol. 9 No. 1 (2026): APRIL 2026
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v9i1.37265

Abstract

Penelitian ini berupaya untuk mengkaji bagaimana Kesadaran Merek (Brand Awareness/BAW) memengaruhi hubungan antara Daya Tarik Emosional (Emotional Appeal/EA), Duta Merek (Brand Ambassador/BA), dan Citra Merek (Brand Image/BI), dalam kaitannya dengan Niat Beli (Purchase Intention/PI) konsumen Generasi Z (Gen Z) di Bengkulu, dengan fokus khusus pada produk Pocari Sweat. Dengan menggunakan metodologi kuantitatif, 110 partisipan Gen Z memberikan data melalui survei online, yang kemudian dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (PLS-SEM). Hasil utama menunjukkan bahwa pemahaman tentang Merek (BAW) adalah hal kunci dan utama dalam memilih untuk melakukan pembelian (PI). Secara khusus, apa yang dipikirkan orang tentang Merek (BI) adalah hal terpenting dalam membuat orang mengenal Merek tersebut. Temuan kunci juga memperjelas bahwa Kesadaran Merek adalah hubungan penuh antara bagaimana Daya Tarik Emosional dan Perwakilan Merek memengaruhi apakah seseorang akan membeli sesuatu. Ini menunjukkan bahwa Daya Tarik Emosional dan memiliki Perwakilan Merek hanya dapat meningkatkan pembelian jika keduanya berhasil mengarah pada Kesadaran Merek yang kuat. Dari perspektif manajerial, perusahaan disarankan untuk memprioritaskan penguatan Citra Merek dan menjaga Kesadaran Merek sebagai landasan strategis untuk meningkatkan niat beli di kalangan konsumen Generasi Z.
Co-Authors Effed Darta Fachri Eka Saputra Gandasari, Arum Laila Gerry Suryosukmono Hayadi, Ilsya Indah Septiana Islamuddin Kinanti, Mutiara Lizar Alfansi Muhartini Salim Nabila Nurkhalisa Nasution, Suswati Praningrum, Praningrum Puspita, Anggri Sukmono, Gerry Suryo Sularsih Anggarawati Willy Abdillah Wismawati Wismawati