SKRIPSI DIGITAL
Impact of Religious-Motivated Boycotts and Brand Image on Consumer Loyalty: Case Study on Starbucks Consumer = Impact of Religious-Motivated Boycotts and Brand Image on Consumer Loyalty: Case Study on Starbucks Consumer
This research focuses on factors influencing consumer loyalty to Starbucks in Indonesia, particularly the impact of brand image and religious-motivated boycotts. The Israel-Hamas conflict and the company's response to this issue have triggered a global boycott campaign against Starbucks. The study aims to analyze how these boycotts and brand image affect consumer loyalty, with a specific focus on Central Java. Using multiple linear regression, data was collected through online questionnaires. The analysis revealed that, individually, religiously motivated boycotts and brand image do not significantly affect consumer loyalty, with significance values of 0.355 and 0.124, respectively, both above 0.05. However, when combined, these variables significantly impact consumer loyalty, supported by an F-value of 4.955, exceeding the F-table value of 3.09, and a significance level of 0.009, below 0.05. The R² value of 0.084 indicates that these variables collectively explain only 8.4% of the variation in consumer loyalty, with the remaining 91.6% attributed to other factors not covered in this study. Based on the findings, it is recommended that Starbucks maintain and enhance current business strategies to ensure consumer loyalty remains strong and unaffected by external issues and exercise caution in public decisions to avoid offending certain groups, as a simultaneous negative impact on both variables could lead to a loss of consumer loyalty.
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