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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Rusik, Magdalena Polonia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Effect Of Animosity On Purchase Intention: Product Judgment As A Mediating Variable For Israeli Products (Mcdonald's) Rusik, Magdalena Polonia; Pebrianti, Wenny; Juniwati, Juniwati; Ramadania, Ramadania
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i2.7171

Abstract

This study aims to determine the effect of animosity on purchase intention on affiliated Israeli products (McDonald's) and to determine the role of product judgement in mediating animosity and purchase intention. Data were collected through an online survey of consumers who boycotted Israeli products. This research is quantitative research and the data collection was carried out using purposive sampling technique with a total of 150 respondents to be analysed. The data analysis method used is Warp-PLS. The results of this study found that animosity significantly affects purchase intention, animosity significantly affects product judgment, product judgment significantly affects purchase intention, and the relationship between animosity and purchase intention is mediated by product judgment.
Co-Authors Juniwati Juniwati Ramadania Ramadania, Ramadania Wenny Pebrianti