Work

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

Year: 2024

Type: article

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.

Source: MIX JURNAL ILMIAH MANAJEMEN

DOI: 10.22441/jurnal_mix.2024.v14i3.005

Authors: Harits Dijani Dzikhrullah, Amelindha Vania

Institution: Universitas Islam Negeri Maulana Malik Ibrahim

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Peace, justice, and strong institutions

Open Access status: gold

Estimated APC paid: $134