PENGARUH PERCEIVED ATTRACTIVENESS OF NOSTALGIC APPEALS DAN PERCEIVED COLLECTIVE NOSTALGIA TERHADAP PURCHASE INTENTION PADA PRODUK KOLABORASI EDISI NOSTALGIA CHIKI BALLS X RANGGA & CINTA: THE REBIRTH OF AADC

Abstract

Chiki, a snack brand under PT Indofood CBP Sukses Makmur Tbk, faces intense
competition in Indonesia’s snack industry. To strengthen its brand appeal, Chiki launched a
nostalgic edition of Chiki Balls in collaboration with the film “Rangga & Cinta: The Rebirth
of Ada Apa Dengan Cinta?”. This strategy employed nostalgic appeals and collective memory
to evoke consumers’ past memories. Although nostalgic appeals and collective nostalgia are
theoretically associated with higher purchase intention, empirical evidence in the Indonesian
snack industry remains limited. This study aims to examine the effect of these two variables on
purchase intention toward the Chiki Balls x Rangga & Cinta nostalgic collaboration product.
This study employs a quantitative approach with the Theory of Planned Behavior as its
theoretical foundation. Data were collected from 155 respondents selected through purposive
sampling and analyzed using multiple linear regression analysis. The finding show that
perceived attractiveness of nostalgic appeals and perceived collective nostalgia have a positive
and significant effect on purchase intention, with a significance value of 0.000 < 0.05.