Electronic Theses and Dissertation

Abstrak tujuan dari penelitian ini adalah untuk menganalisis pengaruh animosity, efficacy, dan ethnocentrism terhadap boycott participation yang dimediasi oleh product judgment pada konsumen fast food di kota banda aceh. sampel yang digunakan pada penelitian ini adalah sebanyak 270 responden konsumen fast food di kota banda aceh. metode analisis data dalam penelitian ini menggunakan statistical program and social science (spss) untuk mengetahui pengaruh antar variabel yang terlibat. hasil penelitian menunjukkan bahwa animosity, efficacy, dan ethnocentrism berpengaruh terhadap boycott participation, animosity, efficacy, dan ethnocentrism berpengaruh terhadap product judgment. dan berdasarkan output sobel test menunjukkan bahwa product judgment memediasi secara parsial hubungan animosity, efficacy, dan ethnocentrism terhadap boycott participation. kata kunci : animosity, efficacy, ethnocentrism, boycott participation, product judgment.

ABSTRACT The purpose of this study was to analyze the effect of animosity, efficacy, and ethnocentrism on boycott participation mediated by product judgment on fast food consumers in Banda Aceh City. The sample used in this study were 270 respondents of Fast food consumers in Banda Aceh City. The data analysis method in this study uses the Statistical Program and Social Science (SPSS) to determine the effect between the variables involved. The results showed that animosity, efficacy, and ethnocentrism affect boycott participation, animosity, efficacy, and ethnocentrism affect product judgment. And based on the sobel test output, it shows that product judgment partially mediates the relationship between animosity, efficacy, and ethnocentrism on boycott participation. Keywords : Animosity, Efficacy, Ethnocentrism, Boycott Participation, Product Judgment.