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The Effect Of Animosity On Purchase Intention: Product Judgment As A Mediating Variable For Israeli Products (Mcdonald's)

Year: 2025

Type: article

Abstract: This study aims to determine the effect of animosity on purchase intention on affiliated Israeli products (McDonald's) and to determine the role of product judgement in mediating animosity and purchase intention. Data were collected through an online survey of consumers who boycotted Israeli products. This research is quantitative research and the data collection was carried out using purposive sampling technique with a total of 150 respondents to be analysed. The data analysis method used is Warp-PLS. The results of this study found that animosity significantly affects purchase intention, animosity significantly affects product judgment, product judgment significantly affects purchase intention, and the relationship between animosity and purchase intention is mediated by product judgment.

Source: EKOMBIS REVIEW Jurnal Ilmiah Ekonomi dan Bisnis

DOI: 10.37676/ekombis.v13i2.7171

Authors: Magdalena Polonia Rusik, Wenny Pebrianti, Juniwati Juniwati, Ramadania Ramadania

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: W4409837956

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