Pengaruh Anger Terhadap Brand Hate Dimoderasi Oleh Religiosity Serta Dampaknya Terhadap Negative Ewom Dan Consumer Boycott Pada Rumah Makan Berafiliasi Israel

Balqisya Amirputri, Pradavasthi

Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA)
Vol. 8 No. 4 (2025): Kaganga:Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora

This study aims to analyze the influence of anger on brand hate, as well as its impact on the dissemination of negative electronic word of mouth (negative eWOM) and consumer boycott intentions. The research employed a quantitative method using an online survey of 198 respondents who were aware of the Israel–Palestine conflict. Data were analyzed using SEM-PLS with WarpPLS 7.0 software. The results show that anger has a significant effect on brand hate. Furthermore, brand hate was found to significantly influence negative eWOM and consumer boycott, while religiosity did not moderate the relationship between anger and brand hate. These findings indicate that negative emotions toward socio political issues play a more dominant role in driving boycott actions compared to religious dimensions. Therefore, in practical terms, the results encourage businesses to be more sensitive to socio political values in maintaining brand image and sustainability.  Keywords: Anger, Brand Hate, Consumer Boycott, Negative eWOM, Religiosity.