PENGARUH RESPONS KRISIS MECIMAPRO PADA KONSER DAY6 FOREVER YOUNG IN JAKARTA DAN BRAND ATTITUDE TERHADAP CUSTOMER PURCHASE INTENTION

Abstract

This study was motivated by the massive number of consumer complaints on social media and
negative press coverage regarding Mecimapro’s crisis response during the DAY6 “Forever
Young” concert in Jakarta. These circumstances led various consumer evaluations of
Mecimapro as a concert promoter. The purpose of this study is to analyze the influence of crisis
response and brand attitude on customer purchase intention. This study is grounded in
Situational Crisis Communication Theory and the Theory of Reasoned Action, employing a
quantitative approach and involving 106 respondents who had attended an event organized by
Mecimapro. Data analysis utilized multiple linear regression through SPSS. The results
indicate that Mecimapro’s crisis response during the DAY6 “Forever Young” concert in Jakarta
and brand attitude have a positive and significant influence on customer purchase intention,
with significance levels of 0.000 and 0.001, respectively. This means that the better a brand’s
crisis response and the more positive the consumers’ brand attitude, the higher the consumers’
purchase intention toward that brand. Conversely, a decline in either of these variables tends to
be followed by a decrease in customer purchase intention. Therefore, Mecimapro needs to
develop a well-planned crisis communication management SOP and consistently build brand
attitude through improvements in facility and service quality.