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All Journal Kajian Branding Indonesia
Sumarlin, Antonius W
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Animosity terhadap Boycott Intention Studi Kasus Starbucks Indonesia 2023-2024 Rimbo, Denise Alexa; Levina, Levina; Soehadi, Agus W; Sumarlin, Antonius W
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.103-117

Abstract

Known for its variety of coffee, tea, and snacks in a comfortable atmosphere, Starbucks has expanded globally, including to Indonesia in 2002. However, in 2023, the company faced market value decline due to issues of supporting Israel, resulting in boycott calls. The aim of this study is to examine and analyze the influence of consumer animosity on the boycott intention of the brand Starbucks Indonesia using cognitive-affective behavioral and animosity theories. The research methodology is quantitative, involving 191 questionnaire respondents, analyzed using SPSS 29 and AMOS 24. Results show that consumer animosity and affective evaluation were found to influence boycott intention. However, cognitive judgment does not have a significant influence. Therefore, it is important for Starbucks brand managers to monitor and proactively respond to sensitive global issues, especially those that may trigger consumer animosity.
Pengaruh E-Wom terhadap Purchase Intention di Media Sosial: Studi Kasus pada Skintific Widjaja, Beatrice Adabella; Kristanto, Debora Naftaliana; Yosevina, Christiana Tercia; Sumarlin, Antonius W
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.153-169

Abstract

This study aims to investigate the influence of Electronic Word of Mouth on consumer Purchase Intention, focusing on the case of Skintific, a skincare brand active on online platforms such as Instagram and TikTok. Data collection will be conducted through an online questionnaire disseminated via social media platforms. The study will be conducted based on an online survey and will utilize the Ordinal scale with statistical evaluations using SPSS and AMOS software, focusing on respondents residing in the Jabodetabek area. These findings suggest that recommendations, reviews, and discussions exchanged by social media users can influence consumer purchasing decisions regarding Skintific products. The practical implications of these findings underscore the importance of maintaining brand reputation, strengthening consumer interactions, and designing marketing campaigns that promote positive messages on social media to enhance purchase intention and overall business success.
Co-Authors Agus W Soehadi Kristanto, Debora Naftaliana Levina Levina, Levina Rimbo, Denise Alexa Widjaja, Beatrice Adabella Yosevina, Christiana Tercia