The Negative Influence of Viral Marketing and Brand Awareness on Customer Trust and Purchase Decisions of Pro-Israel Products in Banten Province
Article Sidebar
Main Article Content
Abstract
This study investigates the influence of viral marketing, brand awareness, and trust on the purchase decisions of pro-Israel products in Banten Province. Anchored in the Stimulus-Organism-Response (SOR) theory, the research conceptualizes viral marketing and brand awareness as external stimuli (S), consumer trust as the internal organismic state (O), and purchase decisions as the behavioural response (R). The study employs a purposive sampling technique targeting individuals who previously purchased pro-Israel products but have since discontinued or become more selective in their choices. Data were collected through an online survey involving 278 respondents and analyzed using Structural Equation Modelling (SEM) with AMOS 23. The results indicate that viral marketing and brand awareness have a significant negative effect on consumer trust. Furthermore, viral marketing, brand awareness, and trust each have a negative influence on purchase decisions regarding pro-Israel products. These findings underscore the mediating role of trust within the SOR framework, highlighting how consumer perceptions shaped by external marketing stimuli impact ethical decision-making. The study concludes that brands operating in sensitive socio-political contexts must carefully manage their marketing communications to maintain trust and consumer alignment. These insights provide valuable implications for marketers aiming to influence behaviour through ethical and culturally sensitive branding strategies.
Article Details
Section
Author(s) who published in this journal agree to following terms:
- Authors understand and agree that copyright of manuscripts published are held by Al-Muzara'ah. The statement to release the copyright to Al-Muzara'ah is stated in Copyright Transfer Agreement (CTA) form.
- Copyright encompass exclusive rights to reproduce, to distribute, and to sell any part of the journal articles in all form and media.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA) where Authors and Readers can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, but they must give appropriate credit (cite to the article or content), provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
References
Abbas, J., Wang, D., Su, Z., & Ziapour, A. (2021). The role of social media in the advent of covid-19 pandemic: Crisis management, mental health challenges and implications. Risk Management and Healthcare Policy, 14, 1917–1932. https://doi.org/10.2147/RMHP.S284313.
Ahsyam, F., Syaharana, S., Alfira, M., Sudarmi, S., & Muchran, M. (2024). The impact of the pro-Israel product boycott on stock prices companies registered on BEI. International Social Sciences and Humanities, 3(1), 75-80.
Andini, N.P., Suharyono & Sunarti. (2014). Pengaruh Viral Marketing terhadap Kepercayaan Konsumen (Studi pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013 yang Melakukan Pembelian Online Melalui Media Sosial Instagram). (Skripsi, Universitas Brawijaya, Malang, Indonesia).
Baber, R. & Baber, P. (2023). Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights, 6(5), 2298–2316. https://doi.org/10.1108/JHTI-06-2022-0270.
Bhattacharya, S., Sharma, R. P. & Gupta, A. (2022). Does e-retailer’s country of origin influence consumer privacy, trust and purchase intention?. Journal of Consumer Marketing, 40(2), 248-259. https://doi.org/10.1108/JCM-04-2021-4611.
Çakirkaya, M. & Koçyiğit, M. (2024). The mediating role of viral communication in the effect of political marketing on political consent: A cross-sectional study. Apt. Univ, 14(1), 2304-0335.
Chen, K. Y., Hsiao, C. H. & Wang, Y. M. (2020). The effects of brand awareness and perception of green consumption on perceived quality of low-carbon package tours ─ With a study in the moderating effect of product knowledge. Xing Xiao Ping Lun, 17(2), 153-178.
Cooper, D. R. & Schindler, P. S. (2014). Business Research Methods, 12th Edition. New York (US), McGraw-Hill.
Ecklar, P. & Bolls, P. (2011). Spreading the virus - Emotional tone of viral advertising. Journal of Interactive Advertising, 11(2), 1–11.
Fajriyah, A. & Karnowati, N. B. (2022, January). Pengaruh viral marketing, electronic word of mouth, dan kepercayaan terhadap keputusan pembelian di Bangi Cafe Cilacap. In Proceeding of University Research Colloqium (pp. 98-112).
Fard, M. H. & Marvi, R. (2020). Viral marketing and purchase intentions of mobile applications users. International Journal of Emerging Markets, 15(2), 287–301. https://doi.org/10.1108/IJOEM-06-2018-0291.
Fatah, M. A. & Arsyad, M. J. (2022). The effect of viral marketing and brand image on purchase decisions through e-trust. Economics and Business Journal (Ecbis), 1(1), 9–16. https://doi.org/10.47353/ecbis.v1i1.2.
Fikadu, G., Kebede, K. & Kant, S. (2023). Entrepreneurship orientation to nurture the halal food industry future in Ethiopia. Journal of Islamic Economic and Business Research, 3(1), 43–56. https://doi.org/10.18196/jiebr.v3i1.99.
Gonçalves, J. N., Rodrigues, H. S. & Monteiro, M. T. T. (2018). Optimal control strategies for an advertisement viral diffusion. In Operational Research: IO2017, Valença, Portugal, June 28-30 XVIII (pp. 135-149). Springer International Publishing.
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2014). Multivariate Data Analysis, 7th Edition. New Jersey (US), Pearson Education.
Hamida, I., Farihah, N. & Amaroh, S. (2024). Analisis pengaruh aksi boikot akibat konflik Palestina-Israel terhadap harga saham Unilever di USA, UK, dan Indonesia yang tercatat ISSI dan JII. Sosio E-Kons, 16(2), 156-167.
Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297-1312.
Hien, N. N. & Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2105285.
Huddin, M. N. & Ikhsan, K. (2022). Mobile payment satisfaction post pandemic covid-19 in Indonesia. Jurnal Riset Akuntansi dan Bisnis Airlangga, 7(2), 1326–1379. https://doi.org/10.20473/jraba.v7i2.39834.
Huddin, M. N. Kurnia, D., Deviyantoro, D. & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer trust, and customer loyalty in tourism destination. Diponegoro International Journal of Business, 6(2), 142–154. https://doi.org/10.14710/dijb.6.2.2023.142-154.
Husna, K., Hafidzi, A & Hanafiah. (2023). Dampak pemboikotan produk pro Israel Fatwa DSN MUI Nomor 83 Tahun 2023 bagi warung rumahan di Kota Banjarmasin. Indonesian Journal of Islamic Jurisprudence, Economic and Legal Theory, 1(4), 868-876.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
Huynh, K. (2016). Factors affecting the success of viral marketing an affective – cognitive- behavioral process. Business and Management Research, 5(1), 40-45.
Jendoubi, S. & Martin, A. (2020). Evidential positive opinion influence measures for viral marketing. Knowledge and Information Systems, 62(3), 1037–1062. https://doi.org/10.1007/s10115-019-01375-w.
Kaikati, A. M. & Kaikati, J. G. (2004). Stealth marketing: How to reach consumers surreptitiously. California Management Review, 46(4), 6-22. https://doi.org/10.2307/41166272.
Kaplan, A. & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004.
Kim, Y. & Lowrey, T. M. (2010). Marketing communication on the internet. Wiley International Encyclopedia of Marketing. https://doi.org/10.1002/9781444316568.wiem04062.
Klein, S. P., Spieth, P. & Heidenreich, S. (2021). Facilitating business model innovation: The influence of sustainability and the mediating role of strategic orientations. Journal of Product Innovation Management, 38(2), 271–288. https://doi.org/10.1111/jpim.12563.
Lee, J. (2021). The impact of consumption values on environmentally friendly product purchase decision. Journal of Economics Marketing, and Management, 9(4), 31–43.
Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184-192.
Liu, D. & Yu, J. (2022). Impact of perceived diagnosticity on live streams and consumer purchase intention: Streamer type, product type, and brand awareness as moderators. Information Technology and Management, 34(5), 219–232. https://doi.org/10.1007/s10799-022-00375-7.
Liu, H. H. & Wang, Y. N. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. Journal of Business and Management Sciences, 7(2), 72-83.
Liyanapathirana, Y. (2021). Viral marketing and impulse buying: the role of online trust in a pandemic. South Asian Journal of Business Insights, 1(2), 74–92.
Lu, A. C. C., Gürsoy, D. & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. https://doi.org/10.1016/j.ijhm.2015.07.008.
Muhajir, Mukaromah, H., Fathudin, Purwanti, K. L., Al Ansori, Y., Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2), 637–644. https://doi.org/10.5267/j.uscm.2021.11.002.
Murni, D & Salim, M. (2024). The mediating role of trust in the influence of viral marketing and online consumer reviews on purchasing decisions Skintific product in TikTok. Ekombis Review Jurnal Ilmiah Ekonomi dan Bisnis, 12(1), 487-498.
Ningtyas, M. N., Fikriah, N. L. & Pradana, A. W. S. (2024). Muslim gen Z investment decision: An analysis using social media factors. Journal of Islamic Economic and Business Research, 4(1), 108–125. https://doi.org/10.18196/jiebr.v4i1.292.
Park, C. H. & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29. https://doi.org/10.1108/09590550310457818.
Pratama, A. A. N., Hamidi, M. L. & Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in Indonesia: The mediating role of attitude. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2168510.
Qarmout, T. (2023). What is behind the Palestinian split and what makes it difficult to end? A historical institutional analysis from a settler colonial lens. Third World Quarterly, 44(4), 686–704. https://doi.org/10.1080/01436597.2022.2158805.
Razak, N. A., Themba, O. S. & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. Advances in Social Sciences Research Journal, 6(2). https://doi.org/10.14738/assrj.62.6264.
Riyanti, D. & Nisa, F. L. (2023). Dampak aksi boikot produk berafiliasi Israel terhadap pertumbuhan produk lokal di era konflik Israel-Palestina. Diponegoro Journal of Islamic Economics and Business, 3(2), 1-13.
Rodrigues, H. S. & Fonseca, M. J. (2015). Can information be spread as a virus? Viral marketing as epidemiological model. Mathematical Methods in the Applied Sciences, 39(16), 4780–4786. https://doi.org/10.1002/mma.3783.
Salim, M., & Putri, S. E. (2024). Effect of viral marketing and brand awareness on purchase intention with customer trust as a mediation variable in TikTok shop user. The Manager Review, 6(1), 1-12.
Santosa, S. D. L. The impact of the boycott of Israeli products, brands and their supporters on the Indonesian economy. Jurnal Ilmu Ekonomi dan Pembangunan, 24(1), 7-13.
Suherman, H. B., Mawarti, J., Iskandar, Y., & Heriyati, P. (2021). Impact of e-service quality, brand awareness, advertising and brand image for repurchase intention on the specialty store. Open Access Indonesia Journal of Social Sciences, 4(2), 146–158. https://doi.org/10.37275/oaijss.v4i2.93.
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102696.
Tricahyono, D., Utami, L. W. & Safitri, W. (2019, May). The impact of viral marketing on consumers’ intention to use (case study: Spotify Indonesia). In 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) (pp. 674-678). Atlantis Press.
Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and consumers’ purchase intention in a social commerce platform: A meta-analytic approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091262.
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363.
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, 43(1), 28-49. https://doi.org/10.1108/MIP-06-2023-0248.