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Pengaruh Citra Merek, Media Sosial, Dan Religiusitas Terhadap Minat Beli KFC: Peran Boikot Sebagai Moderasi

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"Goal: This study aims to determine how brand image, social media, and religiousity
influence KFC purchasing interest and the role of boycott as a moderation.
Method: This study uses a descriptive quantitative approach with primary data as
the data source used. The data source collected using purposive sampling technique
by distributing questionnaires to respondents in the Jabodetabek, generations Z and
Millenials, had made KFC purchases before the boycott, and were aware of the
boycott issue. The analysis technique used is Structural Equation Modeling (SEM
PLS).
Fact/Finding: The results of this study indicate that: (1) Brand Image has a
significant positive effect on KFC Purchase Interest. (2) Boycott does not
significantly moderate the effect of Brand Image on KFC Purchase Interest. (3)
Social Media has a significant positive effect on KFC Purchase Interest. (4) Boycott
does not significantly moderate the effect of Social Media on KFC Purchase
Interest. (5) Religiousity has a significant negative effect on KFC Purchase Interest.
(6) Boycott does not significantly moderate the effect of religiosity on KFC
Purchase Interest. (7) Boycott has a significant negative effect on KFC Purchase
Interest. "

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 SHO p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101066

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand Image
Purchase Intention
Boycott
Sosial Media
Religiousity

Specific Detail Info

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Statement of Responsibility

Karimah Sholehah

Other version/related

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