PENGARUH ANIMOSITY DAN CONSUMER ETHNOCENTRISM TERHADAP WILLINGNESS TO BUY MELALUI PRODUCT JUDGEMENT (STUDI KASUS PADA KONSUMEN FAST FOOD PRO-ISRAEL PASCABOIKOT DI DKI JAKARTA)

ARISTA IVANA PUTRI, . (2025) PENGARUH ANIMOSITY DAN CONSUMER ETHNOCENTRISM TERHADAP WILLINGNESS TO BUY MELALUI PRODUCT JUDGEMENT (STUDI KASUS PADA KONSUMEN FAST FOOD PRO-ISRAEL PASCABOIKOT DI DKI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh animosity dan consumer ethnocentrism terhadap willingness to buy melalui product judgement pada konsumen fast food pro-Israel pascaboikot di DKI Jakarta. Pendekatan kuantitatif digunakan dengan metode survei terhadap 231 responden yang pernah mengonsumsi produk KFC dalam enam bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software SPSS dan AMOS. Hasil penelitian menunjukkan animosity berpengaruh positif dan signifikan terhadap product judgement, namun tidak langsung memengaruhi willingness to buy. Consumer ethnocentrism tidak berpengaruh signifikan terhadap product judgement maupun willingness to buy. Sebaliknya, product judgement berpengaruh positif terhadap willingness to buy dan secara signifikan memediasi hubungan antara animosity dan willingness to buy, namun tidak memediasi hubungan antara consumer ethnocentrism dan willingness to buy. Temuan ini memberikan implikasi penting dalam merancang strategi pemasaran berbasis nilai sosial.***** This study aims to analyze the influence of animosity and consumer ethnocentrism on willingness to buy through product judgment on pro-Israel fast food consumers post-boycott in the Special Region of Jakarta. A quantitative approach was used with a survey method of 231 respondents who had consumed KFC products in the last six months. Data were analyzed using Structural Equation Modeling (SEM) with the help of SPSS and AMOS software. The results showed that animosity had a positive and significant effect on product judgment, but did not directly affect willingness to buy. Consumer ethnocentrism did not have a significant effect on product judgment or willingness to buy. On the other hand, product judgment has a positive effect on willingness to buy and significantly mediates the relationship between animosity and willingness to buy, but does not mediate the relationship between consumer ethnocentrism and willingness to buy. This finding provides important implications in designing social value-based marketing strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd ; 2). Rizka Zakiah, M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Arista Ivana Putri .
Date Deposited:	11 Aug 2025 02:40
Last Modified:	11 Aug 2025 02:40
URI:	http://repository.unj.ac.id/id/eprint/59297

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