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All Journal Majalah Ilmiah Warta Dharmawangsa International Journal of Management, Economic and Accounting
Amlys Syahputra Silalahi
Universitas Sumatera Utara
Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Education

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THE EFFECT OF CUSTOMER VALUE, CUSTOMER EXPERIENCE AND CUSTOMER TRUST ON CUSTOMER SATISFACTION (ACE HARDWARE MEDAN CUSTOMER) Nadya Nurul Sabrina; Paham Ginting; Amlys Syahputra Silalahi
Jurnal Warta Dharmawangsa Vol 17, No 2 (2023)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v17i2.3183

Abstract

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

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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 Arlina Nurbaity Lubis Azhar Maksum Endang Sulistya Rini Khaira Amalia Fachrudin Mesra B Nadya Nurul Sabrina Nur Ahmadi Bi Rahmani paham ginting Retno Wulanningsih Damanik