Analysis of the Influence of Negative Media Exposure and Product Quality on Brand Trust: A Case Study of the Honda Brand

Authors

  • Vita Rahmasari UIN Raden Mas Said Surakarta
  • Amri Syarif Hidayat UIN Raden Mas Said Surakarta

DOI:

https://doi.org/10.21111/at.v10i2.13870

Keywords:

Negative Media Exposure, Product Quality, Brand Trust, Consumer Trust

Abstract

 This study aims to examine the effects of negative media exposure related to the eSAF frame corrosion case on Honda motorcycles and product quality on consumer trust in the Honda brand. A quantitative research method with a survey approach was employed. The research sample comprised Honda motorcycle consumers in Klaten. Data were analyzed using multiple linear regression analysis. The results indicated that negative media exposure related to the eSAF frame case did not significantly affect consumer trust in the Honda brand. In contrast, product quality demonstrated a positive and significant effect on consumer trust. This suggests that consumers tend to prioritize the overall quality of the product over focusing solely on a single negative issue.This study offers important implications for companies in managing crisis communication and maintaining consumer trust.

References

Abqari Faris, L., Ayunin Qurota Mayang, S., Wicaksana Putra, A., & Amalia, D. (2024). Persepsi Netizen Terhadap Isu Penggunaan Rangka eSAF Yang Rawan Patah. Jurnal Ilmiah Research Student, 1(3).

Alqifari, M., & Sulaeman, S. (2024). Analysis of the Influence of Price, Service Quality and Location on Purchasing Decisions of Honda Brand Motorcycles at PT Daya Motor Selaparang Mataram. JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 8(1). https://doi.org/10.58258/jisip.v8i1.6010

Ausat, A. M. A. (2023). The Role of Social Media in Shaping Public Opinion and Its Influence on Economic Decisions. Technology and Society Perspectives (TACIT), 1(1). https://doi.org/10.61100/tacit.v1i1.37

Diputra, I. G. A. W., & Yasa, N. N. (2021). the Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01).

Eryanawati, & Ismunandar. (2020). Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Kendaraan Bermotor Merk Honda ( Studi Kasus Konsumen Pengguna Merk Honda ). Journal of Business and Economic Research (JBE), 1(2).

Gumelar, G., Rapini, T., & Kristiyana, N. (2023). The Effect of Brand Trust, Brand Awareness, and Brand Positioning on The Purchase Decision of Honda Brand Motorcycle in Students of Muhammadiyah Ponorogo University. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(1).

Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3). https://doi.org/10.5267/j.ijdns.2022.1.015

Ikhsani, K., Catur Widayati, C., & Endah Retno Wuryandari, N. (2021). Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan. https://doi.org/10.52909/jbemk.v1i1.31

Kustini, N. I. (2011). Experiential Marketing, Emotional Branding, And Brand Trust And Their Effect On Loyalty On Honda Motorcycle Product. Journal of Economics, Business, and Accountancy | Ventura, 14(1). https://doi.org/10.14414/jebav.v14i1.12

Lena Ellitan. (2022). THE ROLE OF SOCIAL MEDIA MARKETING, BRAND AWARENESS AND E-WOM TO INCREASE PURCHASE DECISION. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 2(1). https://doi.org/10.56799/ekoma.v2i1.882

Mändli, F., Amer, E., & Bonardi, J.-P. (2022). Private Politics, Dynamics of Negative Media Exposure and Firm Strategy. Academy of Management Proceedings, 2022(1). https://doi.org/10.5465/ambpp.2022.16491abstract

Muhamad Firzan Akbar, Bintang Awal Ramadhan , Ahmad Fajar Mahendra, Muammar Khadafi, & Tria patrianti . (2024). Analisis Pemberitaan Patah Rangka eSAF Motor Honda pada CNN Indonesia. Jurnal Ilmiah Teknik Informatika Dan Komunikasi, 4(1). https://doi.org/10.55606/juitik.v4i1.774

Negara, S. D., & Hidayat, A. S. (2021). Indonesia’s Automotive Industry: Recent Trends and Challenges. Journal of Southeast Asian Economies, 38(2). https://doi.org/10.1355/ae38-2b

Nuristiqomah, S., Widodo, J., & Zulianto, M. (2020). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Kartu Prabayar Simpati TelkomseL (Studi Kasus Pada Mahasiswa Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan Universitas Jember Angkatan 2015-2017). JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 14(1). https://doi.org/10.19184/jpe.v14i1.11610

Pemerintah Panggil AHM soal Rangka eSAF Honda Patah dan Recall Produk Halaman all - Kompas.com. (n.d.). Retrieved February 7, 2025, from https://www.kompas.com/tren/read/2023/08/28/160000465/pemerintah-panggil-ahm-soal-rangka-esaf-honda-patah-dan-recall-produk-?page=all

Reynaldin, A., & Saputra, S. (2024). Komunikasi Krisis PT Astra Honda Motor pada Kasus Patahnya Rangka ESAF. Jurnal Penelitian Inovatif, 4(1). https://doi.org/10.54082/jupin.257

Safarudin Baihaky, Ahmad Nizar Yogatama, R. I. M. (2022). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Madu Tokkebi Snacks Malang. Jurnal Ilmu Sosial, 1(1).

Viral Rangka eSAF, Honda Temukan Bukti Karatan dan Patah. (n.d.). Retrieved February 7, 2025, from https://oto.detik.com/motor/d-6894100/viral-rangka-esaf-honda-temukan-bukti-karatan-dan-patah.

Wicaksana, dkk. (2021). Pengaruh Persepsi Kualitas Terhadap Minat Beli ALL NEW HONDA VARIO 150 ESP dengan Citra Merk Sebagai Variabel Intervening. Jurnal Riset Manajemen Dan Akuntansi, 09(July).

Yudiana, I. M., & Indiani, N. L. P. (2022). Peran Harga, Promosi, dan Kualitas Produk Dalam Mendorong Keputusan Pembelian Kembali di Bale Ayu Denpasar. WACANA EKONOMI (Jurnal Ekonomi, Bisnis Dan Akuntansi), 21(1). https://doi.org/10.22225/we.21.1.2022.55-63

Zephira, G. I., Setyabudi, D., & Yuliyanto, M. (2021). Terpaan Berita Tentang Gangguan Jaringan IndiHome dan Brand Image di Twitter Terhadap Tingkat Kepercayaan Konsumen Mengenai Layanan IndiHome. In Interaksi Online (Vol. 9, Issue 4).

Downloads

Published

2024-06-26

How to Cite

Rahmasari, V., & Hidayat, A. S. . (2024). Analysis of the Influence of Negative Media Exposure and Product Quality on Brand Trust: A Case Study of the Honda Brand. Al Tijarah, 10(1), 55–66. https://doi.org/10.21111/at.v10i2.13870

Issue

Vol. 10 No. 1 (2024): Al Tijarah | June

Section

Articles

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Al Tijarah journal and Departement of Management, Faculty of Economics and Management, University of Darussalam as publisher of the journal.