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All Journal Journal of Economics, Business, & Accountancy Ventura Indonesian Journal of Business and Entrepreneurship (IJBE) Kajian Branding Indonesia
Agus W Soehadi
Prasetiya Mulya Business School
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Kajian Branding Indonesia

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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.
Co-Authors Annuridya Rosyidta Pratiwi Octasylva Eka Ardianto Hartoyo Levina Levina, Levina Lilik Noor Yuliati Rimbo, Denise Alexa Sumarlin, Antonius W