"I Won't Buy This Product Again": The Boycott Determinants on Loyalty Using Animosity Model Approach

Dzikhrullah, Harits Dijani and Vania, Amelindha ORCID: https://orcid.org/0000-0001-5742-4304 (2024) "I Won't Buy This Product Again": The Boycott Determinants on Loyalty Using Animosity Model Approach. MIX: Jurnal Ilmiah Manajemen. ISSN 2460-5328

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Abstract

Objectives: The paper investigates the correlation between McDonald's consumption and protest actions in
Indonesia, with a particular focus on customer loyalty, customer ethnocentrism, consumer efficacy, and war
animosity.
Methodology: This research used the animosity model technique and a sample of around 200 respondents,
determined by purposive sampling methods. Data were analyzed using the PLS-SEM method with the help of
SmartPLS 3.0 software.
Finding: The research demonstrates that customer ethnocentrism, consumer efficacy, and war animosity have a
positive impact on boycotts, however, boycotts have an important negative effect on loyalty.
Conclusion: The research analyzes the viewpoints of McDonald's customers about the CEO's position on
governmental interference in a foreign country, with a particular focus on the issue surrounding the company's
product. Certain customers express their dissatisfaction, while others engage in a boycott of McDonald's to compel
changes in company policies. The study is conducted in Aceh, a place renowned for its strong religious convictions,
with a specific emphasis on the local responses to McDonald's conduct.

Item Type:	Journal Article
Keywords:	customer ethnocentrism;consumer efficacy;war animosity;boycott;loyalty
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1599 Other Commerce, Management, Tourism and Services > 159999 Commerce, Management, Tourism and Services not elsewhere classified
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Amelindha Vania
Date Deposited:	31 Oct 2024 23:34

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