Solidifying Fear Appeal Effect on E-Commerce Customer Purchase Intention during Covid-19 Pandemic through Digital Public Relation Persuasion

  • Hendra Riofita State Islamic University Sultan Syarif Kasim, Riau, Indonesia
  • Waldana Dimasadra Politeknik Kesehatan Kementerian Kesehatan, Yogyakarta, Indonesia.

Abstract

The aim of this study is to measure the effect of fear appeal and digital public relation persuasion respectively on e-commerce customer purchase intention and to solidify the effect of fear appeal on e-commerce customer purchase intention through digital public relation persuasion, during the Covid-19 pandemic. For this survey study, the data processed with SPSS and Amos programs is collected from Indonesian e-commerce customers, and taken using a snowball and non-probable sampling method. All hypotheses are supported. The constructs of this study can elaborate the theory of reasoned action since fear appeal and digital public relation persuasion function to solidify e-commerce customer purchase intention. The implication is e-commerce must develop digital public relation persuasion to solidify the effect of fear appeal on e-commerce customer purchase intention. Keywords— Fear Appeal; Public Relation Persuasion; Purchase Intention; E-Commerce; Covid-19

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Published
2023-12-28
How to Cite
RIOFITA, Hendra; DIMASADRA, Waldana. Solidifying Fear Appeal Effect on E-Commerce Customer Purchase Intention during Covid-19 Pandemic through Digital Public Relation Persuasion. Jurnal Manajemen Indonesia, [S.l.], v. 23, n. 3, p. 277 - 286, dec. 2023. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/5807>. Date accessed: 28 may 2024. doi: https://doi.org/10.25124/jmi.v23i3.5807.