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All Journal Prima Abdika: Jurnal Pengabdian Masyarakat Journal of Economics, Entrepreneurship, Management Business and Accounting
Louis Utama
Universitas Tarumanagara, Jakarta, Indonesia
Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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When Animosity Becomes Action: Understanding McDonald's Boycott in Indonesia Louis Utama; Elviana
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 4 (2026): Volume 4, Issue 4, July 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i4.856

Abstract

Purpose – This study examines how consumer animosity influences boycott intention toward McDonald’s in Indonesia by testing cognitive judgment and affective evaluation as mediating variables and xenocentrism as a moderating variable. Design/methodology/approach – A quantitative explanatory and cross-sectional survey design was employed. Data were collected from 150 consumers in the Jabodetabek area who were aware of and participated in the McDonald’s boycott. Respondents were selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 3.0 and a bootstrapping procedure involving 5,000 resamples. Findings/Results – The results show that consumer animosity significantly reduces cognitive judgment and affective evaluation, while strongly increasing boycott intention. Cognitive judgment negatively affects boycott intention and partially mediates the relationship between consumer animosity and boycott intention. In contrast, affective evaluation does not significantly influence boycott intention and does not function as a mediator. Xenocentrism does not moderate the relationship between consumer animosity and boycott intention, although it has a significant direct effect on boycott intention. The model explains 64.8% of the variance in boycott intention. Originality/Value –This study extends the consumer animosity literature by demonstrating that boycott intention in the Indonesian context is driven more by cognitive and ethical evaluation than by affective response alone. It also provides empirical evidence from an underrepresented Southeast Asian context and offers practical insight for multinational brands facing politically and morally charged consumer resistance.
Pengelolaan Limbah Minyak Jelantah untuk Hidup Sehat dan Peningkatan Ekonomi Desa Muara Louis Utama; Daffandra Artha Firdausy; Mudita Hung Dharma Putri; Joy Franklyn Liem Rustandi; Christian Wijaya
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2026): Volume 6 Nomor 2 Tahun 2026 (Juni 2026)
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v6i2.7786

Abstract

Community service activities on healthy living, counseling, and the processing of used cooking oil waste were provided to residents of Muara Village, Teluk Naga District, Tangerang Regency, Banten Province. This is due to a lack of knowledge about healthy living and the use of cooking oil, and to the impact of used cooking oil waste, which can pollute the environment. Therefore, the method used is counseling to provide knowledge that used cooking oil waste can be properly managed by partners. Activities to overcome partner problems, namely the lack of knowledge about healthy living, including how to use cooking oil and dispose of used cooking oil waste without causing environmental pollution, can increase income for partner households. The activity was held in three stages, namely the first stage of a preliminary survey to determine the condition of partners and coordination with used cooking oil waste collectors for waste collection techniques, the second stage is to provide counseling to partners to provide knowledge about healthy living and how to manage used cooking oil waste so as not to pollute the environment and can increase partner household income and the third stage is an evaluation of the counseling provided. The aim of this activity is to enable partners to live healthy lives by using cooking oil in their daily lives, to manage used cooking oil waste so that it does not pollute the environment in accordance with sustainable principles, and to increase the income of partner households.
Co-Authors Christian Wijaya Daffandra Artha Firdausy Elviana Joy Franklyn Liem Rustandi Mudita Hung Dharma Putri