Jurnal Manajemen Universitas Bung Hatta
Vol 15 No 2 (2020): Jurnal Manajemen Universitas Bung Hatta

RASA YANG DULU PERNAH ADA: PENGARUH NOSTALGIA PERSONAL DAN HISTORIS TERHADAP KEINGINAN MEMBELI ESKRIM VIENNETTA

Muhammad Fariz (Universitas Gadjah Mada)
Rahmat Eka Putra (Universitas Andalas)

Article Info

Publish Date
31 Jul 2020

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.

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Journal Info
Jurnal Manajemen Universitas Bung Hatta
Website

Abbrev

JMN

Publisher

Universitas Bung Hatta

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Universitas Bung Hatta focuses on publishing management research results everywhere, issues published by Jurnal Manajemen Universitas Bung Hatta covering the human resources management, marketing management, financial management, strategict management, entrepreneurship, and other ...