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All Journal Jurnal Manajemen Universitas Bung Hatta
Muhammad Fariz
Universitas Gadjah Mada
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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RASA YANG DULU PERNAH ADA: PENGARUH NOSTALGIA PERSONAL DAN HISTORIS TERHADAP KEINGINAN MEMBELI ESKRIM VIENNETTA Muhammad Fariz; Rahmat Eka Putra
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 15 No 2 (2020): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v15i2.16893

Abstract

This research aims to test the influence of personal nostalgia and historical nostalgia to purchase intention, also to compare between those nostalgia. Using Social Identity Theory (SIT) as a main theory, this research argue that certain cue in advertising may evoke nostalgia in consumer and then acknowledge that the product is related to respondents’ social identity as well as self identity, resulting in positive consumer behavior. We use regression and R2 test to test the hypotheses. The results, which respondents are mainly  millennials, show that both nostalgia affect purchase intention, and interestingly, historical nostalgia has higher influence.
Co-Authors Rahmat Eka Putra