Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Jurnal Pengabdian Masyarakat Bangsa Jurnal Administrasi Profesional
Adawiyah, Endah wardatul
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Administrasi Profesional

 1 
ANALISIS PERILAKU BRAND SWITCHING KONSUMEN MCDONALD'S DI TENGAH KONFLIK ISRAEL–PALESTINA DENGAN MENGGUNAKAN PENDEKATAN THEORY OF PLANNED BEHAVIOR : (Studi Kasus Pada Gen Z di Kota Depok Bulan Oktober 2023–Januari 2024) Adawiyah, Endah wardatul; Purwinarti, Titik; Rosalina, Erlyn; Ginting, Riskon
Jurnal Administrasi Profesional Vol 5 No 2 (2024): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v5i2.7010

Abstract

ABSTRACT : The purpose of this study is to identify the consumption habit and tendencies of Gen Z in Depok in responding to the Israeli-Palestinian conflict, which influence their decision to remain loyal to or switch from McDonald's. Data from 100 respondents were assassed using the PLS-SEM method. The outcomes of the analysis show that Attitude towards behavior shows a positive and significant effect on Brand switching behavior, from a coefficient value of 0.226 and P values of 0.012. Subjective norms variable is positive and significant on Brand switching behavior, with a coefficient of 0.365 and P values of 0.000. In addition, Perceived behavioral control also shows a positive and significant effect on Brand switching behavior, from the coefficient value which indicates 0.375 with P values of 0.000. These findings suggest that Gen Z is more likely to switch brands if they feel their attitude towards McDonald's is negative, are influenced by social norms, and feel they have control in the decision.
Co-Authors Aini, Luthfiyah Gisheila, Margaretha Vira Kameswara, Pandu Riskon Ginting Rosalina, Erlyn Titik Purwinarti Zahra, Luthfiah