The Impact of Negative Advertisement on the Image of Meikarta and Purchase Intention

The Impact of Negative Advertisement on the Image of Meikarta and Purchase Intention

ABSTRACT : This study aimed to find out the impact of negative news on the online mass media to
purchase intention through brand image as an intervening variable. This study focused on Meikarta as one of the brands in Indonesia that previous moderate level of negative news in online mass media. This study was using the quantitative approach. There were 200 respondents involved in this research that fulfilled certain criteria, including Indonesia citizen who resides in Greater Jakarta area; workers; had income at least US$500 per month; and had seen negative news of Meikarta in online mass media. The data was gathered from the respondents using questionnaire and analyzed with SPSS. The findings revealed that the negative news had negative influence to brand image of Meikarta, but it is not significant; the brand image had significant and positive influence to purchase intention of consumers of Meikarta; and the negative news has direct influence through purchase intention, despite it is not significant.
KEYWORDS: Brand Image, Negative News, Purchase Intention

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