DO RELIGIOSITY AND ANIMOSITY MATTER? THE ROLE OF BRAND LOYALTY IN SHAPING REPURCHASE INTENTION DURING F&B BOYCOTTS

Alva Putri Yevitayani; Nanda Alifia Putri

doi:10.35760/eb.2026.v31i1.103

Penulis

Alva Putri Yevitayani PPM School of Management Penulis
Nanda Alifia Putri PPM School of Management Penulis

DOI:

https://doi.org/10.35760/eb.2026.v31i1.103

Kata Kunci:

boycott, brand loyalty, consumer animosity, religiosity, Food and Beverage

Abstrak

This study develops and tests a repurchase intention model under boycott conditions for multinational Food and Beverage (F&B) franchise brands in Indonesia by examining the differential roles of religiosity and consumer animosity, with brand loyalty as a mediating mechanism. Addressing boycott literature that mainly emphasizes boycott or protest intention, this study shifts attention to repurchase behaviour under boycott pressure and empirically distinguishes value-based religiosity from politically driven animosity within a Theory of Planned Behavior framework. Data were collected through a cross-sectional online survey of 425 Indonesian consumers who had previously purchased boycotted F&B brands and were analysed using PLS-SEM. The results show that brand loyalty strongly predicts repurchase intention while consumer animosity negatively affects brand loyalty and repurchase intention, with a significant indirect effect through brand loyalty, indicating partial mediation. In contrast, religiosity has no significant effect on either brand loyalty or repurchase intention. The model explains substantial variance in repurchase intention but limited variance in brand loyalty. Managerially, multinational F&B brands should reinforce loyalty through transparent communication, localized engagement, and targeted relationship programs while actively managing animosity triggering narratives during boycott episodes in the Indonesian market.

Unduhan

Data unduhan tidak tersedia.

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