A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief

Abstract

PurposeThis research seeks to develop a model to predict repurchase intention based on the modified theory of planned behavior (TPB).Design/methodology/approachThis research is quantitative study involving 150 respondents from five major cities in Indonesia. Data were collected using a questionnaire. Data analysis used confirmatory factor analysis–structural equation modeling (CFA–SEM).FindingsThe research instrument and the proposed model were fit. However, health belief was not proven to have a significant impact on attitude. The perceived behavioral control (PBC) also did not significantly affect repurchase intention.Research limitations/implicationsFuture research that utilizes TPB should incorporate emotional belief as part of the attitude variable.Practical implicationsIn the designing and marketing process, managers of herbal teas companies should consider the health benefits of their products and the feeling of joy it might incite.Originality/valueThe TPB was initially constructed from three variables: subjective norm, attitude and perceived behavioral control (PBC). Unlike previous research, this study considered cognitive and emotional beliefs as the factors that affected attitude.

Analysis of Repurchase Intentions for Organic Products in Generation Y on Batam City

“…In research (Yusuf et al, 2018) it is stated that generation Y is the generation that buys the most rice, including organic rice. Sources : (Astrini et al, 2021;Hwang et al, 2021;Ngubelanga & Duffett, 2021;and Vladova et al, 2021).…”

“…Research using the perceived enjoyment variable is rarely carried out by many other researchers, especially mediated by the attitude variable which can influence the repurchasing intention variable (Astrini et al, 2021). According to (Astrini et al, 2021) perceived enjoyment is a variable that represents trust in an emotional reaction that comes from a person's attitude. This research will measure whether consumers consuming organic rice will create a happy attitude and a sense of relaxation.…”

“…As a marketing management study develops, attitude will be influenced by other variables such as health benefits which can be beneficial for the health of individuals who consume these products. There are many benefits that can be obtained when someone is diligent in consuming healthy products such as organic rice (Astrini et al, 2021). These benefits include extending a person's life, maintaining healthy skin, teeth and eyes, increasing the body's immunity, reducing diseases such as cancer and tuberculosis (Centers of Disease Control and Prevention, 2021).…”

“…In subjective norms there are 2 factors that can influence certain individuals, namely: belief in social norms and belief in the motivation provided. trust in social norms, in subjective norms there are 2 factors that can influence certain individuals, namely: trust in social norms and trust in the motivation provided, according to (Astrini et al, 2021), satisfaction or what is known as satisfaction experienced by customers is one factors that can increase consumer loyalty to the products or services that have been offered (Ananda, 2022) and trust is an individual's willingness to do something by surrendering to certain risks, those who have trusted a product will always buy that product.…”

Self-promotion and online shaming during COVID-19: A toxic combination

“…Prior HCI and technology acceptance literature has primarily argued that perceived enjoyment has importance to determine the intention to use new systems and applications ( Davis et al, 1992 ; Venkatesh, 2000 ; Van der Heijden, 2004 ; Venkatesh et al,2012 ), such as SM. Perceived enjoyment has an effect on health belief ( Astrini et al, 2021 ). Based on the above theoretical support, it can be concluded that perceived enjoyment fits into Attribute 2 of BST in the HCI lens.…”