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All Journal Asian Journal of Management, Entrepreneurship and Social Science
Sarah Awliya Dini
Magister Management, Universitas Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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From Flash in the Pan to Continuous Ban: How the Power of Theory of Planned Behavior in Continuous Boycott Intention Sarah Awliya Dini; Rifelly Dewi Astuti
Asian Journal of Management, Entrepreneurship and Social Science Vol. 4 No. 03 (2024): August Asian Journal of Management Entrepreneurship and Social Science ( AJMES
Publisher : Cita Konsultindo Research Center

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Abstract

This study aims to analyze the role of Theory of Planned Behavior (TPB) and religiosity in influencing Continuous Boycott Intention toward Israeli-affiliated fast-food restaurants, in Indonesia. Utilizing the statistical analysis method of Structural Equation Modeling - Partial Least Squares (SEM-PLS), this study involved 400 respondents to test the validity of previously formulated hypotheses. The research results showed that (1) Religious Animosity and Perceived Success Likelihood have a significant positive impact on Attitude toward Boycott; (2) Attitude toward Boycott and Perceived Behavioral Control of Boycott have a significant positive impact on Continuous Boycott Intention, while Brand Loyalty has a significant negative impact on Continuous Boycott Intention; (3) Subjective Norm on Boycott and Motivation to Comply have a non-significant positive impact on Continuous Boycott Intention. Data was obtained from an independent survey with an online questionnaire, then analyzed through Wording Test, Pre-Test, and Main Test. The results of the analysis showed that all variables had good validity and reliability.
Co-Authors Rifelly Dewi Astuti