<![CDATA[This study aims to examine the factors influencing brand switching behavior among Pizza Hut consumers in the Jabodetabek area amid the Israel-Palestine conflict by applying the Push-Pull-Mooring framework. The boycott movement against brands associated with Israel, including Pizza Hut, has caused notable shifts in Indonesian consumer behavior. Using a qualitative approach with in-depth interviews of consumers who have switched brands, this research explores the underlying motivations. Findings reveal that the primary push factors are moral discomfort related to socio-political issues and social pressure supporting the boycott. The pull factors attracting consumers to alternative brands include competitive pricing, innovative flavors, appealing promotions, and a desire to support local MSMEs. Meanwhile, mooring factors such as emotional loyalty to Pizza Hut and habitual consumption act as barriers to switching, but these can be overcome through strong personal values and social solidarity. The results highlight that brand switching is influenced not only by product quality or price but also significantly by social issues, moral considerations, and social environment dynamics. This study’s implications offer valuable insights for companies to develop marketing strategies that are sensitive to social issues and provide a foundation for future research on consumer behavior and brand switching in the global information era.]]>
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