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All Journal PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) International Journal of Kita Kreatif
M. Ridha Siregar
Faculty of Economics and Business, Universitas Syiah Kuala
Education Other

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From Embarrassment to Brand Hate: A Netnography of Negative Emotions, Detachment, and Consumer Arrogance in Foreign F&B in Aceh Sorayanti Utami; M. Ridha Siregar; Hendra Halim
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.301

Abstract

This study examines how brand embarrassment escalates into detachment and hate among Acehnese consumers toward foreign F&B brands perceived to be affiliated with Israel. Using qualitative netnography, we observed public discourse across Instagram, TikTok, X, Facebook, YouTube, Google Maps reviews, and food-delivery apps from July 2024 to August 2025. The corpus comprised 512 discourse units and eight focal incidents; 378 units explicitly invoked geopolitical ties. Event-centered coding shows primary triggers were geopolitical affiliation/solidarity (41.3%) and corporate stance/donation controversies (16.1%), followed by service humiliation (19.6%), status threat/face loss (10.3%), and pricing opacity (7.7%); halal-certification uncertainty appeared mainly as a secondary co-argument (12.2% of the geopolitical subset). Embarrassment—direct (in-store) or vicarious (online)—was typically followed by early detachment (unfollow/avoidance/switching within <48 hours) and, when coupled with moralized framing and slow/defensive corporate replies, escalated into brand hate with boycott calls (71.8% of geopolitical-triggered units). Consumer entitlement cues (16.4%) acted as an escalator, prolonging threads. Fast, empathic responses and clear statements about local franchise autonomy shortened escalation. The study contributes an episode-based process model and offers a practical playbook for risk monitoring and recovery in value-sensitive markets.
Building Consumer Value, Satisfaction, and Loyalty from an Islamic Marketing Perspective Hendra Halim; Marwan Ramli; Teuku Meldi Kesuma; M. Ridha Siregar
International Journal of Kita Kreatif Vol 3, No 2 (2026): International Journals Kita Kreatif Vol. 3 No.2 Mei 2026
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/ijkk.v3i2.1482

Abstract

This article discusses how consumer value, satisfaction, and loyalty can be developed from the perspective of Islamic marketing. This issue is important because modern marketing practices often position consumers as transactional targets, whereas Islamic marketing requires business relationships based on values, ethics, justice, and public benefit. This article positions Islamic marketing as a conceptual approach that is not only concerned with functional satisfaction, but also with consumers’ spiritual and moral satisfaction. The discussion is conducted through a qualitative literature-based study by examining the concepts of consumer value, satisfaction, loyalty, and Islamic principles such as halal, thayyib, amanah, sidq, adl, ihsan, and maslahah. The discussion shows that consumer loyalty in Islamic marketing is formed through the integration of perceived value, satisfaction with consumption experience, trust in the company, and consistent business practices aligned with sharia principles.
Co-Authors Hendra Halim Hendra Halim Marwan Ramli Sorayanti Utami Teuku Meldi Kesuma