PENGARUH NEGATIVE WOM, BRAND ATTITUDE, ANIMOSITY, DAN COGNITIVE JUDGMENT, TERHADAP NIAT BOIKOT PRODUK AFILIASI ISRAEL

Amalia  Fatia; Syabrina  Fitriyani

doi:10.53067/ijebef.v6i2.334

Authors

Amalia Fatia Universitas Pamulang
Syabrina Fitriyani Universitas Pamulang

DOI:

https://doi.org/10.53067/ijebef.v6i2.334

Keywords:

Negative WOM, Brand Attitude, Animosity, Cognitive Judgment, Boycott Intention, Negative WOM, Brand Attitude, Animosity, Cognitive Judgment, Boycott Intention

Abstract

This study aims to analyze the influence of Information Search, Negative Word-of-Mouth (NWOM), and Animosity on Boycott Intention toward Israel-affiliated products in Indonesia, with Brand Attitude and Cognitive Judgment as mediating variables. Driven by the escalation of the genocide conflict in Gaza after October 7, 2023, and Indonesian Ulema Council (MUI) Fatwa No. 83 of 2023, the boycott movement in Indonesia has shown unprecedented intensity. A quantitative approach with a cross-sectional design was employed. Data were collected from 417 Indonesian consumers who had boycotted Israel-affiliated brands within the past three months, via online questionnaire using purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings confirm that Animosity is the strongest predictor of boycott intention, followed by Cognitive Judgment. This study contributes to the development of Value-Attitude-Behavior (VAB) theory and Theory of Planned Behavior (TPB) in the context of geopolitical-based marketing.

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