Pengaruh Tobacco Advertising, Subjective Norm, Social Influence Terhadap Emotional Responses dan Purchase Intention Pada Produk Rokok di Kota Batam
Keywords:
tobacco advertising, subjective norm, social influence, emotional responses, purchase intentionAbstract
Purchase intention merupakan indikator penting dalam perilaku konsumen karena mencerminkan kemungkinan seseorang untuk melakukan pembelian di masa depan. Memahami faktor-faktor yang membentuk niat beli menjadi krusial, terutama dalam industri rokok yang sangat kompetitif dan sarat regulasi, seperti di Indonesia. Oleh sebabnya, penelitian ini diperuntukkan untuk menganalisis pengaruh dari tobacco advertising, subjective norm, dan social influence terhadap emotional responses dan purchase intention pada produk rokok di Kota Batam. Pendekatan penelitian yang ditempuh berupa pendekatan kuantitatif, dengan pemerolehan data dari kuesioner yang dibagikan kepada 309 sampel yang adalah pengguna rokok di Kota Batam. Teknik analisis data dijalankan dengan menggunakan software SMARTPLS untuk melangsungkan uji Structural Equation Modelling – Partial Least Squares (SEM-PLS) dalam rangka menguji inner dan outer model. Hasil penelitian mengungkapkan bahwa tobacco advertising, subjective norm, dan social influence berpengaruh signifikan positif terhadap emotional responses. Emotional responses juga menunjukkan pengaruh yang positif signifikan terhadap purchase intention. Selain itu, peneliti juga berhasil membuktikan adanya pengaruh positif signifikan dalam mediasi emotional responses dalam hubungan antara tobacco advertising, subjective norm, dan social influence dengan purchase intention produk rokok di Kota Batam. Sebagai implikasi praktisnya, perusahaan rokok di Kota Batam perlu meningkatkan perhatiannya dalam kegiatan promosi dalam bentuk periklanan terhadap produk mereka, dengan tetap memperhatikan ketentuan dan persyaratan periklanan yang berlaku di Indonesia. Selain itu, mereka juga harus lebih memperhatikan upaya pembentukan respons emosional yang positif diantara pengguna rokok di Kota Batam.
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