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All Journal Creative Information Technology Journal CSRID (Computer Science Research and Its Development Journal) Journal Of Management Science (JMAS) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Journal of Enterprise and Development (JED) Ilomata International Journal of Management Abdi Masyarakat Enrichment : Journal of Management Pedagogy : Journal of English Language Teaching Ilomata International Journal of Management Jurnal Ilmiah Wahana Pendidikan Mejuajua Journal of Management and Digital Business Journal of Applied Management Research Jurnal Multidisiplin West Science Madani: Multidisciplinary Scientific Journal Socius: Social Sciences Research Journal International Journal of Economics, Business Management and Accounting Primary Journal of Multidisciplinary Research
Ana Fitriana
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Journal : Journal of Management and Digital Business

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The influence of symbolic incongruity and religious animosity on negative e-word of mouth with brand hate as a mediating variable on starbucks brand: Pro-Israel and LGBTQIA2+ Issues Ariqoh, Daffa Asri; Afifah, Nur; Erna Listiana; Barkah, Barkah; Fitriana, Ana
Journal of Management and Digital Business Vol. 4 No. 3 (2024): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v4i3.1326

Abstract

This study examines the factors influencing symbolic incongruity and religious animosity towards negative e-word of mouth through brand hate towards the Starbucks Brand. The research conducted is a causal associative study using a purposive sampling technique. Data were collected through questionnaires from 219 respondents who knew Starbucks in Indonesia. Structural Equation Modeling (SEM) was used to identify the relationship between symbolic incongruity and religious animosity that can affect negative e-word of mouth towards the Starbucks Brand mediated by brand hate. The results of the study indicate that in the five hypothesis tests that have been carried out, it can be said that all relationships between variables, namely symbolic incongruity and religious animosity, have a significant effect and also have a positive effect on negative e-word of mouth with brand hate as a mediating variable. This research can contribute to the role of consumers as parties who make changes because it remembers the importance of understanding consumer perceptions and attitudes, which can influence market dynamics and encourage sustainable economic growth so that a company can manage its strategy well.
The influence of advertising neuromarketing, bandwagon effect, and e-money on gen Z’s attitude and compulsive buying Hafid, Khairunissa; Listiana, Erna; Barkah, Barkah; Fitriana, Ana
Journal of Management and Digital Business Vol. 5 No. 1 (2025): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v5i1.1331

Abstract

This study aims to determine the effect of Neuromarketing Advertising, Bandwagon Effect, and E-Money Usage on Generation Z’s Compulsive Purchasing Behavior of Cosmetic Products, with Consumer Attitude as the mediator. Neuromarketing advertising utilizes neuroscience to subconsciously influence consumer emotions, while the Bandwagon Effect encourages the adoption of popular trends. The simplicity of Internet transactions combined with e-money encourages hasty purchases. Consumer attitudes influence the relationship between these factors and obsessive buying behavior. The population of this study is all Generation Z cosmetic users in Indonesia. The study sample amounted to 223 respondents. Purposive sampling, a non-probability sampling strategy, was used in this study, and structural equation modeling (SEM) was used for data analysis. The findings in this study show that advertising neuromarketing, the bandwagon effect, and e-money usage influence compulsive buying through customer attitude. However, neuromarketing advertising on compulsive buying through customer attitude does not have a significant impact, so further study is still required.
Co-Authors A, Ahmadi Adinda, Chery Ahmad Shalahuddin, Ahmad AHMADI Andika, Wahyu Annisa Fitri, Annisa Anwar Azazi Aprilliani, Shifa Arifin Firdaus Ariqoh, Daffa Asri Ashadi, Ardi Barkah Barkah, Barkah Calvin Calvin Calvin Daud, Ilzar Devi Nurmalia Dwiputra, Wahyu Eka Prastya Nugraha, Aryan Endar Sulistyowati Erna Listiana Erna Listiana Ernita Sari Nurwahyuni, Hesti Fasius, Bony Fauzan, Ahmad Hilmi Fauzan, Rizky Febriana, Cika G, Giriati Hafid, Khairunissa Hans, M. Hamka Harry Setiawan Helma Malini, Helma Heriyadi, Heriyadi Hermanto, Dicky Irene, Novi Juniwati Juniwati Muhammad Afif Mustaruddin Nikki Tri Sakung, Nikki Tri Nofiansyah,  Wahyu Nur Afiah, Nur Nurnalisa Oktavianto, Angga Penampe, Marie Anne Ester Purmono, Bintoro Bagus Purnomo, Bintoro Bagus Putri Pangestika, Putri Qurrotul Aeni, Qurrotul Rabbani, Ammar Rokhuma, Chubbi Millatina Satria, Dimas Shandy, Jose Haris Syahbandi Trianto, Yohanes Adi Vanessa, Vivian Wahyu Nofiansyah, Wahyu Waldi Wenny Pebrianti Widyaningrum, Belinda Putri