Elviana, Elviana (2024) PENGARUH CONSUMER ANIMOSITY TERHADAP BOYCOTT INTENTION MCDONALD’S : PERAN MEDIASI COGNITIVE-AFFECTIVE EVALUATIONS DAN MODERASI XENOCENTRISM. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) ELVIANA
(B) The Effect of Consumer Animosity on McDonald's Boycott Intention: The
Mediation Role of Cognitive-Affective Evaluations and Moderation of
Xenocentrism
(C) xv + 135 pages, 29 table, 7 picture, 22 attachment
(D) MARKETING MANAGEMENT
(E) Abstract: The prolonged Israeli-Palestinian conflict has sparked global
solidarity, including in Indonesia, where many people are boycotting products
such as McDonald's that are perceived to support Israel. This phenomenon
shows how political and social issues influence consumer behavior and
highlight moral values. This study examines the effect of consumer animosity
on McDonald's boycott intentions, with cognitive judgment and affective
evaluation as mediators, and xenocentrism as a moderator. The research
method uses a quantitative approach with an online survey involving 150
respondents in Jabodetabek through purposive sampling technique. Data were
analyzed using PLS-SEM method with the SmartPLS 3.0 software. The results
showed that consumer animosity had a negative effect on cognitive judgment
and affective evaluation of McDonald's products. In addition, consumer
animosity has a positive effect on the intention to boycott McDonald's products.
Cognitive judgment negatively affects boycott intention and acts as a partial
mediator in the relationship between consumer animosity and boycott
intention. However, affective evaluations did not negatively affect boycott
intention and did not act as a mediator. Finally, xenocentrism was also found
not to moderate the relationship between consumer animosity and boycott
intention towards McDonald's products. This research provides insights for
companies regarding the importance of understanding consumer perceptions
toward global issues to design strategies that maintain consumer trust and
loyalty in local markets.
(F) Reference list 87 (1951 – 2024)
(G) Louis Utama, S.E., M.M.

(A) ELVIANA
(B) Pengaruh Consumer Animosity Terhadap Boycott Intention McDonald's : Peran
Mediasi Cognitive-Affective Evaluations dan Moderasi Xenocentrism
(C) xv + 135 halaman, 29 tabel, 7 gambar, 22 lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Konflik Israel-Palestina yang berkepanjangan telah memicu
solidaritas global, termasuk di Indonesia, di mana banyak orang memboikot
produk-produk seperti McDonald's yang dianggap mendukung Israel.
Fenomena ini menunjukkan bagaimana isu-isu politik dan sosial
mempengaruhi perilaku konsumen dan menyoroti nilai-nilai moral. Penelitian
ini menguji pengaruh consumer animosity terhadap boycott intention
McDonald's, dengan cognitive judgment dan affective evaluation sebagai
mediator, dan xenocentrism sebagai moderator. Metode penelitian
menggunakan pendekatan kuantitatif dengan survei online yang melibatkan
150 responden di Jabodetabek melalui teknik purposive sampling. Data
dianalisis menggunakan metode PLS-SEM dengan perangkat lunak SmartPLS
3.0. Hasil penelitian menunjukkan bahwa consumer animosity berpengaruh
negatif terhadap cognitive judgment dan affective evaluation produk
McDonald's. Selain itu, consumer animosity berpengaruh positif terhadap
boycott intention produk McDonald's. Cognitive judgment berpengaruh negatif
terhadap boycott intention dan bertindak sebagai mediator parsial dalam
hubungan antara consumer animosity dan boycott intention. Namun, affective
evaluation tidak berpengaruh negatif terhadap boycott intention dan tidak
bertindak sebagai mediator. Terakhir, xenocentrism juga ditemukan tidak
memoderasi hubungan antara consumer animosity dan boycott intention
terhadap produk McDonald's. Penelitian ini memberikan wawasan bagi
perusahaan mengenai pentingnya memahami persepsi konsumen terhadap isu-
isu global untuk merancang strategi yang dapat mempertahankan kepercayaan
dan loyalitas konsumen di pasar lokal.
(F) Daftar Acuan 87 (1951-2024)
(G) Louis Utama, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 11 Jun 2025 04:37
Last Modified: 11 Jun 2025 04:37
URI: https://repository.untar.ac.id/id/eprint/47098

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