The Relationship between Negative Publicity and Purchase Intention Applied on Vodafone Co.

Abstract

The research talks about the negative publicity and how it affects the consumers’ purchase intention. Organizations know that the internet is able to reach the target market and make them able to exchange information with each other, thus the spread information about the company performance and its functionality is important to be noticed (Alcocer, 2017)1. The favorable impression of the company is carefully noticed by others, whether the existing and/or potential buyers. Publicity is one of the integrated marketing communication helps to communicate the organization message with the target audience, where the publicity is one of the communication tool that is not paid or sponsor by the company. Thus, it makes it more credible and reliable. In addition, the purchase intention means that there is a potential that the consumer feels attached to the company and he/she is able to value the company activities at the market. The purchase intention is an outcome from many different steps, correlate to make the consumers understand that the offer collected from the company is better than what is offered by the competitor (Prameswara and Sjabadhyni, 2017)1. Sustanti (2020)2 defined the consumers’ purchase intention as the factors that motivate consumers keep purchasing from a particular company and don’t shift to other competitors’ offers. The purchase intention is a valid indicator to the organization success at the market. In addition, the globalization and internet increased the risk of publicity and make companies need to have full awareness of reviews and publicity, because many consumers check other consumer’ opinions before buying a particular product. The study of negative publicity is important because all organizations need to make sure that it has a good reputation and it can meet the market promise. In addition, study of purchase intention is also important because organizations need to continuously study the potential of purchase at the future. The study is tackling this important topic through qualitative and quantitative methods hoping to come up with findings that answer the research questions and addresses the research objectives and hypotheses. Finally, based upon the research findings, the researchers will be able to formulate the conclusion and recommendations