Understanding How Marketing Communication Shapes Purchase Intention: The Case of Herbalife in Tidore

Nur Akbar A. Koja; Fahria Mahifa

doi:10.62394/scientia.v4i1.240

Authors

Nur Akbar A. Koja Universitas Nuku
Fahria Mahifa Universitas Muhammadiyah Maluku Utara

DOI:

https://doi.org/10.62394/scientia.v4i1.240

Keywords:

Marketing communication, Purchase intention, Herbalife, Integrated Marketing Communication, Consumer behavior, Tidore

Abstract

This study investigates the impact of marketing communication on consumers’ purchase intention toward Herbalife products in Tidore. The research was conducted to understand how marketing communication efforts—such as message clarity, credibility, and channel effectiveness—affect consumers’ behavioral intentions in a localized market context. Using a quantitative approach, data were collected through a structured questionnaire distributed to Herbalife consumers in Tidore. A simple linear regression analysis was employed to test the hypothesized relationship between marketing communication and purchase intention. The results revealed a positive but statistically insignificant relationship, indicating that while effective communication contributes to forming consumer awareness and interest, it may not directly lead to purchase intention without the support of other influencing factors such as trust, satisfaction, or perceived product value. Theoretically, the findings reinforce the importance of Integrated Marketing Communication (IMC) principles, which emphasize consistency and credibility across multiple communication channels. Practically, the study suggests that Herbalife distributors should focus on relationship-based communication, transparent product education, and authentic testimonials to build stronger consumer trust and engagement. Limitations of this study include the narrow geographical scope and the use of a single independent variable, which may not capture the full dynamics of consumer purchase behavior.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66, 102944.

Belch, G. E., & Belch, M. A. (2016). Advertising & promotion. The McGraw-Hill/Irwin Series i Marketing.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939–947.

Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1–13.

Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872–888.

Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Hao, Y., Haque, I. U., & Gul, A. (2023). Effect of Digital Marketing Channels on Consumer Buying Intentions in FMCG Industry in Pakistan. Pakistan Business Review, 25(3), 230–262.

Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297–1312.

Harsono, S., Perdana, S., & Riyadi, D. B. (2018). The influence of brand image, brand trust, perceived quality and perceived value on consumer purchase intention at different categories of product. Advanced Science Letters, 24(5), 3198–3207.

Hermawan, A. (2012). Komunikasi Pemasaran. Jakarta: Erlangga. LAMPIRAN.

Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of integrated marketing communication to brand awareness and brand image toward purchase intention of local fashion product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41.

Joseph F. Hair, William C. Black, Barry J. Babin, R. E. A. (2013). Multivariate Data Analysis (Seventh Ed). Pearson Education Limited. https://books.google.co.id/books/about/Multivariate_Data_Analysis.html?id=VvXZnQEACAAJ&redir_esc=y

Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396.

Kotler, P. (2004). Marketing Management, The Millenium Edition. Englewood. Cliffs. Prentice Hall.

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.

Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58, 102270.

Purboyo, S. H., Kusuma, G. P. E., Sudirman, A., Sangadji, S. S., Wardhana, A., Kartika, R. D., Erwin, N. H., Syamsuri, S. S., & Marlena, N. (2021). Perilaku Konsumen (Tinjauan dan Praktis). Bandung: CV. Media Sains Indonesia.

Sangadji, S. S. (2021). Book Chapter Manajemen Pemasaran. https://osf.io/preprints/6crjs/

Sari, D. C., Wardhana, A., Darwin, M., Sulaiman, E., Rahmawan, G., Ridwan, M., Hastutik, S., Poltak, H., & Sangadji, S. S. (2021). Manajemen Pemasaran. Media Sains Indonesia.

Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34–38.

Shen, G. C.-C., Chiou, J.-S., Hsiao, C.-H., Wang, C.-H., & Li, H.-N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265–2270.

Song, Y., Supasettaysa, G., & Ratchatakulpat, T. (2025). Influence of Marketing Communication on Purchase Intention of the Luxury Electric Vehicles in China: Mediating Role of Consumer Brand Preference and Perceived Value. Journal of Logistics, Informatics and Service Science, 12(2).

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, R&D. Alfabeta.

Supriatin, F., Marliana, I., S. Sangadji, S., Afkar, Paerah, A., & Dharta, F. (2022). Metodologi Penelitian. Cendikia Publisher. https://doi.org/10.31219/osf.io/ywemh

Tankosic, M., Ivetic, P., & Vucurevic, V. U. K. (2016). Features of interactive public relations: Using web 2.0 to establish a two-way communication with the consumers. International Journal of Economics and Management Systems, 1.

Yeon Kim, H., & Chung, J. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40–47.