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All Journal Jurnal Manajemen Indonesia
Waldana Dimasadra
Politeknik Kesehatan Kementerian Kesehatan, Yogyakarta, Indonesia.

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Journal : Jurnal Manajemen Indonesia

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Solidifying Fear Appeal Effect on E-Commerce Customer Purchase Intention during Covid-19 Pandemic through Digital Public Relation Persuasion Hendra Riofita; Waldana Dimasadra
Jurnal Manajemen Indonesia Vol 23 No 3 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i3.5807

Abstract

The aim of this study is to measure the effect of fear appeal and digital public relation persuasion respectively on e-commerce customer purchase intention and to solidify the effect of fear appeal on e-commerce customer purchase intention through digital public relation persuasion, during the Covid-19 pandemic. For this survey study, the data processed with SPSS and Amos programs is collected from Indonesian e-commerce customers, and taken using a snowball and non-probable sampling method. All hypotheses are supported. The constructs of this study can elaborate the theory of reasoned action since fear appeal and digital public relation persuasion function to solidify e-commerce customer purchase intention. The implication is e-commerce must develop digital public relation persuasion to solidify the effect of fear appeal on e-commerce customer purchase intention. Keywords— Fear Appeal; Public Relation Persuasion; Purchase Intention; E-Commerce; Covid-19
Co-Authors Hendra Riofita