Investigative model of repurchase intention on boycott brand of multinational franchise food and beverage in Indonesia
This study aims to develop an investigative model of Repurchase Intention from a multidisciplinary service marketing science perspective, focusing especially on conventional and digital franchise retail services. This is supported by psychological consumer purchasing behavior to deepen the analysis...
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| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia, Faculty of Business and Economics, Department of Management
2025-02-01
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| Series: | Asian Management and Business Review |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/AMBR/article/view/36581 |
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| Summary: | This study aims to develop an investigative model of Repurchase Intention from a multidisciplinary service marketing science perspective, focusing especially on conventional and digital franchise retail services. This is supported by psychological consumer purchasing behavior to deepen the analysis of customer repurchase decisions for multinational franchise retail food and beverage products in Indonesia. Following the boycott movement against certain foreign-brand food and beverage goods, the impact of religious beliefs, hostility, and the perception of the country of origin define this process. A causal/explanatory survey was employed as the research method. Participatory observations, interviews, and questionnaires with a total of 220 respondents were used as primary data gathering methods. These were distributed both digitally and conventionally. Google Form in all randomly selected public and private universities analysis units in Indonesia. The observation unit (respondent) used convenience/accidental sampling technique. The analytical tool employed Lisrel version 88.0. The findings reveal that Islamic religiosity, consumer animosity, and country of origin affect repurchase intention. This original research can generate specific and relevant findings for the Indonesian market context, which can be used by companies to design more effective marketing, brand management, and product development strategies. This will help companies to better understand their customers' preferences and needs, as well as to build stronger relationships with consumers.
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| ISSN: | 2775-202X |