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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Hanna Febriana Sabilla
Politeknik Negeri Jakarta

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Analisis Faktor Brand Switching Bagi Konsumen Pizza Hut di Tengah Konflik Israel-Palestina Dengan Pendekatan Push Pull Mooring (Studi Kasus Pada Konsumen Pizza Hut Di Jabodetabek) Hanna Febriana Sabilla; Risya Zahrotul Firdaus; Ni Made Widhi Sugianingsih
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to examine the factors influencing brand switching behavior among Pizza Hut consumers in the Jabodetabek area amid the Israel-Palestine conflict by applying the Push-Pull-Mooring framework. The boycott movement against brands associated with Israel, including Pizza Hut, has caused notable shifts in Indonesian consumer behavior. Using a qualitative approach with in-depth interviews of consumers who have switched brands, this research explores the underlying motivations. Findings reveal that the primary push factors are moral discomfort related to socio-political issues and social pressure supporting the boycott. The pull factors attracting consumers to alternative brands include competitive pricing, innovative flavors, appealing promotions, and a desire to support local MSMEs. Meanwhile, mooring factors such as emotional loyalty to Pizza Hut and habitual consumption act as barriers to switching, but these can be overcome through strong personal values and social solidarity. The results highlight that brand switching is influenced not only by product quality or price but also significantly by social issues, moral considerations, and social environment dynamics. This study’s implications offer valuable insights for companies to develop marketing strategies that are sensitive to social issues and provide a foundation for future research on consumer behavior and brand switching in the global information era.
Co-Authors Firdaus, Risya Zahrotul Ni Made Widhi Sugianingsih