CD Skripsi

Pengaruh Consumer Animosity Dan Subjective Norms Terhadap Boycott Intention Melalui Consumer Ethnocentrism Pada Konsumen Kfc Di Pekanbaru

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ABSTRACT
This study aims to examine the influence of consumer animosity and
subjective norms on boycott intention through consumer ethnocentrism among KFC
customers in Pekanbaru. The population of this study consists of KFC customers
residing in Pekanbaru. The sample size in this study is 100 respondents, selected
using Non Probability Sampling with a Purposive Sampling technique. The data
analysis method employed is Path Analysis, facilitated by the SmartPLS software
version 4.0.9.2. The result of the study indicate that there is a positive and significant
influence of consumer animosity on boycott intention, a positive and significant
influence of subjective norms on boycott intention, a positive and significant influence
of consumer ethnocentrism on boycott intention, a positive and significant influence
of consumer animosity on consumer ethnocentrism, and a positive and significant
influence of subjective norms on consumer ethnocentrism. Furthermore, the study
reveals that consumer ethnocentrism positively and significantly mediated the
relationship between consumer animosity and boycott intention, as well as the
relationship between subjective norms and boycott intention.
Keywords: Consumer Animosity, Subjective Norms, Boycott Intention, and Consumer
Ethnocentrism

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112119

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112119

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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