Factors Affecting Reconsumption Intention in Herbal Medicine: Evidence from Indonesia

Article Sidebar

PDF
DOI: https://doi.org/10.28924/2291-8639-22-2024-170
Published: Oct 2, 2024
Cite as:
Elizabeth, Margono, Fatchur Rohman, Ananda Sabil Hussein, Factors Affecting Reconsumption Intention in Herbal Medicine: Evidence from Indonesia, Int. J. Anal. Appl., 22 (2024), 170.

Main Article Content

Elizabeth, Margono, Fatchur Rohman, Ananda Sabil Hussein

Abstract

This study aims to investigate the mediating role of customer engagement on the effect of trust on reconsumption intention. This study was conducted on herbal medicine consumers in Indonesia. Using a quantitative approach involving 425 herbal consumers in Indonesia with purposive sampling techniques using criteria who are 18 years old and have consumed herbal medicine at least 2 times in the past month. Data analysis using covariance-based structural equation modelling (CB-SEM) using AMOS application. The study found that trust had no significant effect on reconsumption intention. Customer engagement has a significant effect on reconsumption intention. Trust has a significant effect on customer engagement. Then, customer engagement acts as a complete mediation on the influence of trust on reconsumption intention in herbal medicine consumers in Indonesia. These results suggest marketers need to pay attention to engagement to increase reconsumption intention using consumer trust.

Article Details

References

  1. Adiarso, B. Marwoto, Ismariny, M. Zubair, N. Widyastuti, S. Prihawantoro, Health Technology Outlook 2020, Jakarta, Indonesia: Center for Process and Energy Industry Studies. 2020.
  2. V.B. Kusnandar, Chemical, Pharmaceutical, and Traditional Medicine Industries Continue to Grow During the Covid-19 Pandemic, 2022. https://databoks.katadata.co.id/datapublish/2022/03/29/industri-kimia-farmasi-dan-obat-tradisional-terus-tumbuh-di-masa-pandemi-covid-19.
  3. L. Ariana, D. Prihadyanti, Hartiningsih, I. Maulana, P. Alamsyah, Technological Catch-Up Industry Farmation in Indonesia, Jakarta, Indonesia: LIPI Press. 2015.
  4. S. Naeem, P. Hylands, D. Barlow, Construction of an Indonesian Herbal Constituents Database and Its Use in Random Forest Modelling in a Search for Inhibitors of Aldose Reductase, Bioorg. Med. Chem. 20 (2012), 1251–1258. https://doi.org/10.1016/j.bmc.2011.12.033.
  5. N. Darsono, A. Yahya, A. Muzammil, S. Musnadi, C. Anwar, W. Irawati, Consumer Actual Purchase Behavior for Organic Products in Aceh, Indonesia, in: Proceedings of the 1st Aceh Global Conference (AGC 2018), Atlantis Press, Banda Aceh, Indonesia, 2019. https://doi.org/10.2991/agc-18.2019.43.
  6. S.B. Lian, L.C. Yoong, Assessing the Young Consumers’ Motives and Purchase Behavior for Organic Food: An Empirical Evidence from a Developing Nation, Int. J. Acad. Res. Bus. Soc. Sci. 9 (2019), 69–87. https://doi.org/10.6007/ijarbss/v9-i1/5364.
  7. M.Z.R. Siddique, G. Saha, A.R. Kasem, Estimating Green Purchase Behavior: An Empirical Study Using Integrated Behavior Model in Bangladesh, J. Asia Bus. Stud. 15 (2020), 319–344. https://doi.org/10.1108/jabs-04-2019-0120.
  8. M.S. Latif, Z. Lanxia, The Impact of Service Recovery on Repurchase Intentions: A Moderated Mediation Model, J. Res. Admin. Sci. 8 (2019), 10–25. https://doi.org/10.47609/jras2019v8i1p3.
  9. P. Kaur, A. Dhir, S. Talwar, K. Ghuman, The Value Proposition of Food Delivery Apps from the Perspective of Theory of Consumption Value, Int. J. Contemp. Hosp. Manage. 33 (2021), 1129–1159. https://doi.org/10.1108/ijchm-05-2020-0477.
  10. S. Laparojkit, M. Suttipun, The Causal Factors Influencing Repurchase Intentions of Local Tourists in Thailand during COVID-19 Crisis, J. Tourism Futures (2022). https://doi.org/10.1108/jtf-05-2021-0122.
  11. R. Anaya-Sánchez, R. Aguilar-Illescas, S. Molinillo, F.J. Martínez-López, Trust and Loyalty in Online Brand Communities, Spanish J. Market. 24 (2020), 177–191. https://doi.org/10.1108/sjme-01-2020-0004.
  12. A.P. Wijaya, I.T. Annisa, The Influence of Brand Image, Brand Trust and Product Packaging Information on Purchasing Decisions, J. Anal. Bisnis Ekon. 18 (2020), 24–35. https://doi.org/10.31603/bisnisekonomi.v18i1.3077.
  13. H. Chen, X. Li, T.-S. Chiu, F. Chen, The Impact of Perceived Justice on Behavioral Intentions of Cantonese Yum Cha Consumers: The Mediation Role of Psychological Contract Violation, J. Hosp. Tourism Manage. 49 (2021), 178–188. https://doi.org/10.1016/j.jhtm.2021.09.009.
  14. A.R. Putra, S. Musnadi, S. Chan, Analysis of Behavioral Intention to Use a Community-based Information System in the City of Banda Aceh, Indonesia, Expert J. Market. 7 (2019), 93-99. http://hdl.handle.net/11159/4592.
  15. Y. Liu, X. Tang, The Effects of Online Trust-Building Mechanisms on Trust and Repurchase Intentions, Inf. Techn. People 31 (2018), 666–687. https://doi.org/10.1108/itp-10-2016-0242.
  16. M. Murdaya, M. Westlake, R. McMahon, J. Allan, Jamu Lifestyle: The Indonesian Herbal Wellness Tradition, Afterhours Books, Jakarta, Indonesia, 2022.
  17. H.P. Bulsara, P. S. Vaghela, Examination of Online Purchase Intention towards Consumer Electronics Products, Int. J. Res. Soc. Sci. 10 (2020), 147-154.
  18. A.G. Chin, M.A. Harris, R. Brookshire, An Empirical Investigation of Intent to Adopt Mobile Payment Systems Using a Trust-Based Extended Valence Framework, Inf. Syst. Front. 24 (2020), 329–347. https://doi.org/10.1007/s10796-020-10080-x.
  19. Y. Cui, J. Mou, J. Cohen, Y. Liu, Understanding Information System Success Model and Valence Framework in Sellers’ Acceptance of Cross-Border E-Commerce: A Sequential Multi-Method Approach, Elec. Commerce Res. 19 (2019), 885–914. https://doi.org/10.1007/s10660-019-09331-0.
  20. J. Park, E. Amendah, Y. Lee, H. Hyun, M‐Payment Service: Interplay of Perceived Risk, Benefit, and Trust in Service Adoption, Human Factors Ergon. Manuf. Serv. Ind. 29 (2018), 31–43. https://doi.org/10.1002/hfm.20750.
  21. T. Hennig-Thurau, A. Klee, The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development, Psychol. Mark. 14 (1997), 737–764. https://doi.org/10.1002/(sici)1520-6793(199712)14:8<737::aid-mar2>3.0.co;2-f.
  22. R.L. Oliver, Whence Consumer Loyalty?, J. Market. 63 (1999), 33–44. https://doi.org/10.1177/00222429990634s105.
  23. F.R. Dwyer, P.H. Schurr, S. Oh, Developing Buyer-Seller Relationships, J. Market. 51 (1987), 11–27. https://doi.org/10.1177/002224298705100202.
  24. A. Pansari, V. Kumar, Customer Engagement: The Construct, Antecedents, and Consequences, J. Acad. Market. Sci. 45 (2016), 294–311. https://doi.org/10.1007/s11747-016-0485-6.
  25. F. Rosado-Pinto, S.M.C. Loureiro, The Growing Complexity of Customer Engagement: A Systematic Review, EuroMed J. Bus. 15 (2020), 167–203. https://doi.org/10.1108/emjb-10-2019-0126.
  26. R. Hapsari, A.S. Hussein, R.P. Handrito, Being Fair to Customers: A Strategy in Enhancing Customer Engagement and Loyalty in the Indonesia Mobile Telecommunication Industry, Serv. Market. Quart. 41 (2020), 49–67. https://doi.org/10.1080/15332969.2019.1707375.
  27. M. Mahdi, H. Rinuastuti, A. Saufi, Influence of Trust on Customer Engagement and Intention to Reuse Ferry Transportation Modes Lembar - Padangbai, Int. J. Multicult. Multirelig. Understand. 8 (2021), 475-482. https://doi.org/10.18415/ijmmu.v8i12.3156.
  28. A.S. Hussein, S. Sumiati, R. Hapsari, J. Abu Bakar, Bank 4.0 Experiential Quality and Customer Loyalty: A Serial Mediating Role of Customer Trust and Engagement, TQM J. 35 (2022), 1706–1721. https://doi.org/10.1108/tqm-11-2021-0344.
  29. M.K. Rahman, S. Zailani, G. Musa, Tourists’ Satisfaction and Loyalty Intention at Shariah Compliant Private Hospitals in Malaysia, Int. J. Tourism Sci. 18 (2018), 295–311. https://doi.org/10.1080/15980634.2018.1555605.
  30. D. Suhartanto, N.H. Farhani, M. Muflih, Setiawan. Loyalty Intention towards Islamic Bank: The Role of Religiosity, Image, and Trust, Int. J. Tourism Sci. 18 (2018), 295-311.
  31. R.J. Brodie, A. Ilic, B. Juric, L. Hollebeek, Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis, J. Bus. Res. 66 (2013), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029.
  32. A. Dwivedi, A Higher-Order Model of Consumer Brand Engagement and Its Impact on Loyalty Intentions, J. Retail. Consumer Serv. 24 (2015), 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007.
  33. D.J. Petzer, E. van Tonder, Loyalty Intentions and Selected Relationship Quality Constructs, Int. J. Qual. Reliab. Manage. 36 (2019), 601–619. https://doi.org/10.1108/ijqrm-06-2018-0146.
  34. N. Dewi, Jamu Story: Indonesia's Health & Beauty Heritage, Jakarta, Indonesia: Yayasan Pikir Buat Nusantara, 2019.
  35. C.H. Lee, C.W. Chen, W.K. Chen, K.H. Lin, Analysing the Effect of Social Support and Customer Engagement on Stickiness and Repurchase Intention in Social Commerce: A Trust Transfer Perspective, J. Elec. Commerce Res. 22 (2021), 363-381.
  36. B. Jahn, W. Kunz, How to Transform Consumers into Fans of Your Brand, J. Serv. Manage. 23 (2012), 344–361. https://doi.org/10.1108/09564231211248444.
  37. W. Zhang, J. Zheng, Y. Li, Explaining Chinese Consumers’ Continuous Consumption Intention toward Prepared Dishes: The Role of Perceived Risk and Trust, Foods 13 (2023), 88. https://doi.org/10.3390/foods13010088.
  38. T.L. Baker, P.M. Simpson, J.A. Siguaw, The Impact of Suppliers’ Perceptions of Reseller Market Orientation on Key Relationship Constructs, J. Acad. Market. Sci. 27 (1999), 50–57. https://doi.org/10.1177/0092070399271004.
  39. L.A. Crosby, K.R. Evans, D. Cowles, Relationship Quality in Services Selling: An Interpersonal Influence Perspective, J. Market. 54 (1990), 68–81. https://doi.org/10.1177/002224299005400306.
  40. O.S. Itani, A.-N. Kassar, S.M.C. Loureiro, Value Get, Value Give: The Relationships among Perceived Value, Relationship Quality, Customer Engagement, and Value Consciousness, Int. J. Hosp. Manage. 80 (2019), 78–90. https://doi.org/10.1016/j.ijhm.2019.01.014.
  41. L. Liu, M.K.O. Lee, R. Liu, J. Chen, Trust Transfer in Social Media Brand Communities: The Role of Consumer Engagement, Int. J. Inf. Manage. 41 (2018), 1–13. https://doi.org/10.1016/j.ijinfomgt.2018.02.006.
  42. M. Abrar, M. Bashir, S.A. Baig, R. Shabbir, S. Ali, Predicting Online Customer Engagement: A Case Study of Saeed Ajmal Stores, J. Managerial Sci. 13 (2019), 2.
  43. N. Hajli, J. Sims, A.H. Zadeh, M.O. Richard, A Social Commerce Investigation of the Role of Trust in a Social Networking Site on Purchase Intentions, J. Bus. Res. 71 (2017), 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004.
  44. R. Thakur, Customer Engagement and Online Reviews, J. Retail. Consumer Serv. 41 (2018), 48–59. https://doi.org/10.1016/j.jretconser.2017.11.002.
  45. J. Hepola, M. Leppäniemi, H. Karjaluoto, Is It All About Consumer Engagement? Explaining Continuance Intention for Utilitarian and Hedonic Service Consumption, J. Retail. Consumer Serv. 57 (2020), 102232. https://doi.org/10.1016/j.jretconser.2020.102232.
  46. M. Majeed, C. Asare, A. Fatawu, A. Abubakari, An Analysis of the Effects of Customer Satisfaction and Engagement on Social Media on Repurchase Intention in the Hospitality Industry, Cogent Bus. Manage. 9 (2022), 2028331. https://doi.org/10.1080/23311975.2022.2028331.
  47. C. Ji, S. Mieiro, G. Huang, How Social Media Advertising Features Influence Consumption and Sharing Intentions: The Mediation of Customer Engagement, J. Res. Interact. Market. 16 (2021), 137–153. https://doi.org/10.1108/jrim-04-2020-0067.
  48. J.F. Hair, J.J. Risher, M. Sarstedt, C.M. Ringle, When to Use and How to Report the Results of PLS-SEM, Eur. Bus. Rev. 31 (2019), 2–24. https://doi.org/10.1108/ebr-11-2018-0203.
  49. N. Isaeva, K. Gruenewald, M.N.K. Saunders, Trust Theory and Customer Services Research: Theoretical Review and Synthesis, Serv. Ind. J. 40 (2020), 1031–1063. https://doi.org/10.1080/02642069.2020.1779225.
  50. X. Wu, Prediction of Purchase Intention of High and Middle Potential Users in Luxury Hotels Based on Data Mining, Mobile Inf. Syst. 2022 (2022), 1646260. https://doi.org/10.1155/2022/1646260.
  51. A. Munsch, Millennial and Generation Z Digital Marketing Communication and Advertising Effectiveness: A Qualitative Exploration, J. Glob. Scholars Market. Sci. 31 (2021), 10–29. https://doi.org/10.1080/21639159.2020.1808812.
  52. T. Sumarni, P. Vandayani, Utilization of E-WoM Strategy and WhatsApp Group Texting in Building Trust and Shopper Intention to Conventional Business Sectors during the Coronavirus Pandemic, Ling. Cult. Rev. 6 (2022), 731–745. https://doi.org/10.21744/lingcure.v6ns1.2149.
  53. A.P. da Silva, M. Geraldes, A.M. Díaz-Lanza, I. Kovacs, M.C. Costa, Family Medicine Physicians’ Perception and Attitudes of Herbal Substances Use in Greater Lisbon Region, Phytomedicine 47 (2018), 1–11. https://doi.org/10.1016/j.phymed.2018.04.040.
  54. J. Agyei, S. Sun, E. Abrokwah, E.K. Penney, R. Ofori-Boafo, Influence of Trust on Customer Engagement: Empirical Evidence from the Insurance Industry in Ghana, SAGE Open 10 (2020), 215824401989910. https://doi.org/10.1177/2158244019899104.
  55. J.P. Kosiba, H. Boateng, A.F. Okoe, R. Hinson, Trust and Customer Engagement in the Banking Sector in Ghana, Serv. Ind. J. 40 (2018), 960–973. https://doi.org/10.1080/02642069.2018.1520219.
  56. A. Honora, W. Chih, J. Ortiz, What Drives Customer Engagement after a Service Failure? The Moderating Role of Customer Trust, Int. J. Consumer Stud. 47 (2023), 1714–1732. https://doi.org/10.1111/ijcs.12939.
  57. Y. Chen, C. Prentice, S. Weaven, A. Hisao, The Influence of Customer Trust and Artificial Intelligence on Customer Engagement and Loyalty – The Case of the Home-Sharing Industry, Front. Psychol. 13 (2022), 912339. https://doi.org/10.3389/fpsyg.2022.912339.
  58. M.R. Roosdhani, S. Arifin, N. Komariyatin, A. Ali, N. Huda, The Effect of Social Media Customer Engagement on Social Media Performance, in: Proceeding 3rd International Conference on Business & Social Sciences (ICOBUSS) Surabaya, pp. 591-603, 2023. https://doi.org/10.24034/icobuss.v3i1.422.
  59. M.S. Abdullahi, K. Raman, S.A. Solarin, A. Adeiza, Employee Engagement as a Mediating Variable on the Relationship between Employee Relation Practice and Employee Performance in a Developing Economy, J. Appl. Res. Higher Educ. 15 (2021), 83–97. https://doi.org/10.1108/jarhe-06-2021-0222.
  60. I. García-Martínez, J.M.A. Landa, S.P. León, The Mediating Role of Engagement on the Achievement and Quality of Life of University Students, Int. J. Environ. Res. Public Health 18 (2021), 6586. https://doi.org/10.3390/ijerph18126586.