Work

Purchase Unwillingness of Indonesian Consumer on Unilever Products with Focus on Pro-Israel Sentiment

Year: 2024

Type: article

Abstract: This study aims test and analyze the effect of consumer animosity on boycott participation and boycott motivation, which ultimately influence unwillingness to buy. Also the effect of consumer animosity on unwillingness to buy, which is mediated by boycott participation and boycott motivation. Data were collected through an online survey with 320 respondents. This study uses a quantitative research method with Structural Equation Modeling (SEM) techniques. The results show that consumer animosity has a positive and significant effect on boycott motivation and boycott participation. Boycott participation and boycott motivation have a positive and significant impact on unwillingness to buy. Boycott participation and boycott motivation, as mediators, are proven to have a positive and significant effect on the relationship between consumer animosity and unwillingness to buy.

Source: The Management Journal of Binaniaga

DOI: 10.33062/mjb.v9i02.75

Authors: Nurrifa Delfianti, Wenny Pebrianti, Ramadania, Heriyadi

Institution: Tanjungpura University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405900828

FWCI:

Cites: 26

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Related to: 10