DAMPAK ANIMOSITY TERHADAP COGNITIVE JUDGEMENT & AFFECTIVE EVALUATION SERTA BOIKOT TERHADAP NIAT PEMBELIAN MEREK MAKANAN CEPAT SAJI DI INDONESIA

Oktafianna, Hana (2024) DAMPAK ANIMOSITY TERHADAP COGNITIVE JUDGEMENT & AFFECTIVE EVALUATION SERTA BOIKOT TERHADAP NIAT PEMBELIAN MEREK MAKANAN CEPAT SAJI DI INDONESIA. Tesis (S2) - thesis, Universitas Bakrie.

	Text (COVER) 00. Cover.pdf - Accepted Version Download (562kB)
	Text (BAB I-III) 01. BAB I-III.pdf - Accepted Version Restricted to Registered users only Download (502kB) | Request a copy
	Text (BAB IV) 02. BAB IV.pdf - Accepted Version Restricted to Registered users only Download (630kB) | Request a copy
	Text (BAB V) 03. BAB V.pdf - Accepted Version Restricted to Registered users only Download (92kB) | Request a copy
	Text (BAB DAFTAR PUSTAKA) 04. BAB DAFTAR PUSTAKA.pdf - Accepted Version Download (126kB)
	Text (LAMPIRAN) 05. LAMPIRAN.pdf - Accepted Version Restricted to Registered users only Download (583kB) | Request a copy

Abstract

The political tensions between Israel and Palestine have led to increased consumer activism and boycott movements against brands associated with Israel. This study aims to explore the impact of animosity on cognitive judgment & affective evaluation, and purchase intention toward fast-food brands in Indonesia affiliated with Israel. The background of this research is the growing boycott movement against these brands due to ongoing political conflicts. This research adopts a quantitative approach using a survey method involving 100 pro-Palestine respondents who have experience boycotting fast-food products such as McDonald’s, KFC, and Starbucks. Data were collected through online questionnaires and analyzed using Structural Equation Modeling (SEM) techniques. The results indicate that animosity has a significant negative impact on cognitive judgment and affective evaluation, which in turn influences consumers’ purchase intentions. The boycott also has a proven negative effect on purchase intentions. In conclusion, emotional and cognitive factors play a crucial role in influencing consumer purchase decisions within the context of politically and socially driven boycotts. This study makes a significant contribution to the literature on consumer behavior and brand management, offering practical insights for companies in managing marketing and communication strategies amidst sensitive political issues.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Animosity, Cognitive Judgment, Affective Evaluation, Boycott, Purchase Intention, Fast-Food Brands.
Subjects:	Marketing > Branding (Marketing) Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Hana Oktafianna
Date Deposited:	19 Aug 2024 08:15
Last Modified:	19 Aug 2024 08:15
URI:	https://repository.bakrie.ac.id/id/eprint/9821

Actions (login required)

View Item