Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh animosity, legitimacy, ethical relativism terhadap boycott intention yang dimediasi oleh boycott attitude pada fast food di kota banda aceh. pengumpulan data dalam penelitian ini diperoleh melalui penyebaran google form dan angket sebagai instrument pengumpulan data terhadap 240 responden. teknik pengambilan sampel yang digunakan dalam penelitian adalah non-probability sampling dengan jenis yang digunakan purposive sampling. analisis ini menggunakan statistical package for the social sciences (spss) hasil penelitian menunjukan animosity, legitimacy, ethical relativism berpengaruh signifikan terhadap boycott intention dan boycott attitude dapat memediasi animosity terhadap boycott intention, boycott attitude dapat memediasi legitimacy terhadap boycott intention, boycott attitude dapat memediasi ethical relativism terhadap boycott intention. kata kunci: animosity, legitimacy, ethical relativism, boycott intention, boycott attitude

ABSTRACT This study aims to examine the effect of Animosity, Legitimacy, Ethical Relativism on Boycott Intention Mediated by Boycott Attitude on Fast Food in Banda Aceh City. Data collection in this study was obtained through the distribution of google forms and questionnaires as data collection instruments to 240 respondents. The sampling technique used in the study was non-probability sampling with the type used purposive sampling. This analysis uses the Statistical Package for the Social Sciences (SPSS). The results of the study showed that Animosity, Legitimacy, Ethical Relativism had a significant effect on Boycott Intention and Boycott Attitude could mediate Animosity on Boycott Intention, Boycott Attitude could mediate Legitimacy on Boycott Intention, Boycott Attitude could mediate Ethical Relativism on Boycott Intention. Keywords: Animosity, Legitimacy, Ethical Relativism, Boycott Intention, Boycott Attitude