Artikel Ilmiah : C1M023003 a.n. WINDA DAMAYANTI
| NIM | C1M023003 |
|---|---|
| Namamhs | WINDA DAMAYANTI |
| Judul Artikel | UNVEILING CONSUMER ANIMOSITY TOWARDS BRAND AVOIDANCE WITH THE MODERATING ROLE OF COGNITIVE JUDGEMENT AND UNFAVORABLE AFFECTIVE EVALUATION AND MODERATING ROLE OF BRAND AFFINITY AMONG GEN Z AND MILLENIALS (A Study of Starbucks Indonesia) |
| Abstrak (Bhs. Indonesia) | Studi ini menyelidiki bagaimana animositas konsumen memengaruhi penghindaran merek dalam konteks Starbucks Indonesia. Penelitian berfokus pada konsumen Generasi Z dan Milenial yang sering terpapar isu konflik global dan gerakan boikot. Sebanyak 200 responden diperoleh melalui purposive sampling dengan menggunakan kuesioner online. Data kemudian dianalisis menggunakan Structural Equation Modeling (SEM-PLS) melalui SmartPLS 4.0. Penelitian ini menguji peran penilaian kognitif dan evaluasi afektif yang tidak menguntungkan sebagai mediator. Selain itu, afinitas merek diuji sebagai faktor moderasi dalam hubungan antara animositas dan penghindaran merek. Hasil penelitian menunjukkan bahwa animositas melemahkan penilaian rasional tetapi memperkuat emosi negatif. Emosi negatif ini terbukti mendorong penghindaran merek, sementara penilaian kognitif hanya berperan kecil. Temuan lainnya menunjukkan bahwa afinitas merek dapat melemahkan dampak negatif animositas terhadap penghindaran merek. Penelitian menyimpulkan bahwa reaksi emosional merupakan pemicu utama penolakan merek, sedangkan afinitas merek yang kuat mampu melindungi perusahaan dari penghindaran akibat gerakan boikot. |
| Abtrak (Bhs. Inggris) | This study investigates how consumer animosity influences brand avoidance in the context of Starbucks Indonesia. The research focuses on Generation Z and Millennial consumers who are often exposed to global conflicts and boycott movements. A total of 200 respondents were surveyed using purposive sampling through an online questionnaire. The data were analyzed with Structural Equation Modeling (SEM-PLS) using SmartPLS 4.0. The study examines the roles of cognitive judgment and unfavorable affective evaluation as mediators. It also considers brand affinity as a moderating factor in the relationship between animosity and avoidance. The findings show that animosity reduces rational judgment but strengthens negative emotions. These negative emotions strongly drive brand avoidance, while cognitive judgment plays only a minor role. Furthermore, brand affinity weakens the negative impact of animosity on brand avoidance. The study concludes that emotional reactions are the primary driver of brand avoidance, while strong brand affinity helps protect brands from boycott-driven consumer avoidance. |
| Kata kunci | Consumer Animosity, Brand Avoidance, Cognitive Judgment, Affective Evaluation, Brand Affinity, Starbucks Indonesia, Gen Z, Millennials. |
| Pembimbing 1 | Dr. Weni Novandari., SE.MM |
| Pembimbing 2 | |
| Pembimbing 3 | |
| Tahun | 2025 |
| Jumlah Halaman | 16 |
| Tgl. Entri | 2025-09-03 15:44:58.392492 |