THE CONSTRUCTION OF RELIGIOSITY ROLE IN CAUSALITY RELATIONSHIP WITH CONSUMER BEHAVIOR INTENTION

Authors

  • Daru Asih Universitas Mercu Buana, Jakarta, Indones
  • Ridho Bramulya Ikhsan Universitas Bina Nusantara, Jakarta, Indonesi
  • Nurul Komara Fajrin Universitas Mercu Buana
  • Fadhila Dhia Malihah Universitas Mercu Buana, Jakarta, Indonesi

DOI:

https://doi.org/10.22437/jbsmr.v5i1.16405

Keywords:

Religiosity, Social Media, Advertising, Consumer Behavior Intention

Abstract

This study is intended to examine the role of religiosity in the causal relationship between the use of Instagram social media and the behavioral intentions of consumers towards culinary products, whether the role of the construct of religiosity in the relationship mediates or moderates. In addition, the purpose of this study was to examine the effect of using advertising through social media, in this case, Instagram, on the behavioral intentions of consumers on SME culinary products. The survey was conducted on 200 respondents using Instagram using the purposive sampling technique. Data analysis was performed using Structural Equation Modeling, with Smart PLS program.

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Published

2021-12-31

How to Cite

Asih, D., Ikhsan, R. B., Fajrin, N. K. ., & Malihah, F. D. (2021). THE CONSTRUCTION OF RELIGIOSITY ROLE IN CAUSALITY RELATIONSHIP WITH CONSUMER BEHAVIOR INTENTION. JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW, 5(1), 27-32. https://doi.org/10.22437/jbsmr.v5i1.16405