Pengaruh Consumer Animosity terhadap Boycott Intentions pada Brand McDonald's melalui Perceived Behavioral Control

The Effect of Consumer Animosity on Boycott Intention towards McDonald's Brand through Perceived Behavioral Control

McDonalds, sebuah perusahaan multinasional waralaba restoran cepat saji yang berbasis di amerika serikat. Merujuk data yang diperoleh dari website resmi perusahaan McDonalds, pada tahun 2023 McDonalds menargetkan pertumbuhan penjualan sistem globalnya sebesar 4-5% per tahun pada 2027, McDonalds mengalami penurunan penjualan global signifikan sebesar 1% pada kuartal kedua, jauh di bawah ekspektasi kenaikan penjualan sebesar 0,5%. Selain itu terdapat peningkatan sentimen negatif yang signifikan (528) dibandingkan sentimen positif (229) terhadap McDonalds. Penelitian ini menguji pengaruh consumer animosity terhadap boycott intentions pada brand McDonalds, dengan perceived behavioral control sebagai variabel mediasi. Sebanyak 220 responden yang belum pernah memboikot McDonald’s, mengetahui kebijakan perusahaan yang mendukung negara berkonflik, dan pernah tergabung dalam komunitas BDS Movement (Boycott, Divestment, Sanctions Movement), digunakan sebagai sampel. Teknik analisis yang digunakan ialah analisis Structural Equation Model (SEM) dengan metode analisis Partial Least Square (PLS) menggunakan software SmartPLS 3.29. Hasil penelitian ini menunjukkan bahwa (1) consumer animosity berpengaruh positif signifikan terhadap perceived behavioral control, (2) perceived behavioral control berpengaruh positif signifikan terhadap boycott intentions, (3) consumer animosity berpengaruh positif signifikan terhadap boycott intentions, (4) perceived behavioral control mampu memediasi pengaruh consumer animosity terhadap boycott intentions.

Kata kunci: Boycott intentions; Consumer animosity; McDonald’s;  Perceived behavioral control

McDonalds, a multinational fast-food franchise corporation based in the United States. Referencing data obtained from McDonalds official website, in 2023 McDonalds targeted a 4-5% annual global system sales growth by 2027, McDonalds experienced a significant 1% decline in global sales in the second quarter, falling far short of the expected 0.5% increase. Furthermore, there are a significant increase in negative sentiment (528) compared to positive sentiment (229) towards McDonalds. This study examines the influence of consumer animosity on boycott intentions towards the McDonalds brand, with perceived behavioral control as a mediating variable. A sample of 220 respondents who had never boycotted McDonalds, were aware of the companys policies supporting countries in conflict, and had previously been involved in the BDS Movement (Boycott, Divestment, Sanctions Movement), was used. The analytical technique used was Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis using SmartPLS 3.29 software. The results of this study indicate that (1) consumer animosity has a significant positive effect on perceived behavioral control, (2) perceived behavioral control has a significant positive effect on boycott intentions, (3) consumer animosity has a significant positive effect on boycott intentions, and (4) perceived behavioral control mediates the influence of consumer animosity on boycott intentions

Keywords: Boycott intentions; Consumer animosity; McDonald’s;  Perceived behavioral control