Citra Merek, Religiusitas, dan Niat Pembelian Ulang McDonald's di Tengah Boikot
DOI:
https://doi.org/10.29313/bcsbm.v6i2.25588Keywords:
Citra Merek, Religiusitas, Niat Pembelian Ulang, BoikotAbstract
Abstract. The boycott movement against products allegedly affiliated with Israel has influenced consumer purchasing behavior, including toward McDonald's in Indonesia. Despite the boycott, some consumers continue to repurchase McDonald's products, indicating that other factors may influence repurchase intention. This study aims to analyze the effect of brand image and religiosity on consumers' repurchase intention toward McDonald's products amid the boycott. This research employed a quantitative approach using a descriptive and verificative research design. Data were collected through questionnaires distributed to 150 McDonald's consumers in Bandung City who met the predetermined research criteria. The data were analyzed using descriptive analysis and multiple linear regression. The findings indicate that brand image has a positive and significant effect on repurchase intention. Religiosity also has a positive and significant effect on repurchase intention. Simultaneously, brand image and religiosity significantly influence consumers' repurchase intention toward McDonald's products amid the boycott. These findings suggest that maintaining a positive brand image while understanding consumers' religious values remains important in shaping repurchase intention despite the ongoing boycott phenomenon.
Abstrak. Gerakan boikot terhadap produk yang diduga terafiliasi dengan Israel telah memengaruhi perilaku pembelian konsumen, termasuk terhadap McDonald's di Indonesia. Meskipun demikian, sebagian konsumen tetap menunjukkan niat untuk melakukan pembelian ulang, yang mengindikasikan adanya faktor-faktor lain yang memengaruhi keputusan tersebut. Penelitian ini bertujuan menganalisis pengaruh citra merek dan religiusitas terhadap niat pembelian ulang produk McDonald's di tengah boikot. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data dikumpulkan melalui penyebaran kuesioner kepada 150 konsumen McDonald's di Kota Bandung yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan analisis deskriptif dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap niat pembelian ulang. Religiusitas juga berpengaruh positif dan signifikan terhadap niat pembelian ulang. Secara simultan, citra merek dan religiusitas berpengaruh signifikan terhadap niat pembelian ulang produk McDonald's di tengah boikot. Temuan ini menunjukkan bahwa citra merek yang positif serta nilai religius yang dimiliki konsumen tetap menjadi faktor penting dalam membentuk niat pembelian ulang di tengah fenomena boikot.
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