PENGARUH ANIMOSITY DAN RELIGIOSITY TERHADAP BRAND SWITCHING DENGAN BOYCOTT INTENTION SEBAGAI MEDIASI (Studi Pada Konsumen Pizza Hut Di Indonesia)

This study aims to examine the influence of animosity and religiosity on brand switching, with boycott intention as a mediating variable, among Pizza Hut consumers in Indonesia. A quantitative research approach was employed using purposive sampling, with data collected through questionnaires distributed to 190 respondents who met specific criteria. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that both animosity and religiosity significantly affect boycott intention. Furthermore, boycott intention has a significant impact on brand switching and successfully mediates the relationship between animosity and religiosity with brand switching behavior. These results suggest that emotional and religious sentiments among consumers can drive their intention to boycott a brand, which in turn encourages them to switch to alternatives perceived as more aligned with their values. The study highlights the growing importance of value-based consumption decisions, particularly in sociopolitical and religious contexts. For businesses operating in sensitive markets, this underscores the need to understand and address consumer sentiments rooted in ideological and moral beliefs. The research contributes to the broader literature on consumer behavior by demonstrating the pathway through which personal convictions influence brand-related choices.