PENGARUH ANIMOSITY, ETHNOCENTRISM, DAN SUBJECTIVE NORM TERHADAP FAST FOOD BOYCOTT INTENTION YANG TERAFILIASI DENGAN ISRAEL MELALUIATTITUDE DAN MODERASI RELIGIOSITY

NILNAL MUNA, - (2025) PENGARUH ANIMOSITY, ETHNOCENTRISM, DAN SUBJECTIVE NORM TERHADAP FAST FOOD BOYCOTT INTENTION YANG TERAFILIASI DENGAN ISRAEL MELALUIATTITUDE DAN MODERASI RELIGIOSITY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh animosity, ethnocentrism, dan subjective norm terhadap niat boikot konsumen pada merek fast food global seperti McDonald’s dan KFC yang terafiliasi dengan Israel. Studi ini juga meneliti peran attitude toward boycott sebagai mediator serta religiosity sebagai variabel moderasi dalam hubungan tersebut. Data diperoleh dari 334 responden yang tersebar di tujuh kota besar di Pulau Jawa, yaitu Jakarta, Bogor, Tangerang, Bekasi, Bandung, Surabaya, dan Semarang. Pengukuran dilakukan menggunakan 30 indikator dari enam variabel dengan skala Likert 1–6, kemudian dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat SmartPLS versi 4. Mayoritas responden merupakan perempuan muda dan mahasiswa. Dari sebelas hipotesis yang diajukan, delapan di antaranya diterima. Hasil penelitian menunjukkan bahwa ethnocentrism dan subjective norm berpengaruh positif terhadap attitude toward boycott, serta terhadap fast food boycott intention, baik secara langsung maupun melalui mediasi attitude. Attitude toward boycott juga berpengaruh positif terhadap fast food boycott intention. Selain itu, animosity terbukti berpengaruh positif secara langsung terhadap fast food boycott intention, namun tidak berpengaruh signifikan terhadap attitude maupun secara tidak langsung melalui attitude. Sementara itu, religiosity tidak terbukti memiliki peran sebagai moderator dalam hubungan antara attitude dan fast food boycott intention. Studi ini menegaskan bahwa faktor sosial dan norma kolektif sangat berperan dalam membentuk sikap dan niat konsumen untuk memboikot produk fast food yang terkait dengan isu geopolitik.***** This study aims to examine the influence of animosity, ethnocentrism, and subjective norms on consumer boycott intentions in global fast food brands such as McDonald's and KFC affiliated with Israel. The study also examined the role of attitude toward boycott as a mediator and religiosity as a moderation variable in the relationship. Data was obtained from 334 respondents spread across seven major cities on the island of Java, namely Jakarta, Bogor, Tangerang, Bekasi, Bandung, Surabaya, and Semarang. The measurement was carried out using 30 indicators from six variables with a Likert scale of 1–6, then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through the SmartPLS version 4 device. The majority of respondents were young women and college students. Of the eleven hypotheses proposed, eight of them were accepted. The results of the study show that ethnocentrism and subjective norms have a positive effect on attitude toward boycott, as well as on fast food boycott intention, both directly and through attitude mediation. Attitude toward boycott also has a positive effect on fast food boycott intention. In addition, animosity has been shown to have a positive effect directly on fast food boycott intention, but it does not have a significant effect on attitude or indirectly through attitude. Meanwhile, religiosity has not been proven to have a role as a moderator in the relationship between attitude and fast food boycott intention. This study confirms that social factors and collective norms play a major role in shaping consumer attitudes and intentions to boycott fast food products related to geopolitical issues.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Nilnal Muna .
Date Deposited:	04 Aug 2025 04:58
Last Modified:	04 Aug 2025 04:58
URI:	http://repository.unj.ac.id/id/eprint/57585

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