Image of Analisis Pengaruh Atribut Religius dalam Konten Promosi di Media Sosial Terhadap Behavioural Intention Konsumen Muslim

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Analisis Pengaruh Atribut Religius dalam Konten Promosi di Media Sosial Terhadap Behavioural Intention Konsumen Muslim

This study investigates the effect of religious-related attributes in social media promotion materials towards Muslim consumers’ behavioural intention, with consumer’s offensiveness mediating. Theories are applied to a case where Hanamasa Indonesia’s promotion materials were treated with skeptical e-WOMs since a customer revealed her experience was contrast to what appears visually and audibly on the restaurant’s social media posts. This quantitative study utilized 204 samples in a SEM (structural equation modelling) analysis and resulted: 1) visual attributes cause negative e-WOM indirectly, 2) consumer’s offensiveness mediates visual attributes on social media promotion materials to cause negative e-WOM, 3) consumer’s responsiveness mediates visual attributes on social media promotion materials to their offensiveness and 4) how consumers perceive the importance of Halal logo prevents them from getting offended..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13727PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Halal Logo
Behavioural Intention
Religious Attributes
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xv, 86 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data