Adinda Farras Hanifah, Adinda (2026) PENGARUH RESILIENSI DAN KAMPANYE BOIKOT TERHADAP LOYALITAS KONSUMEN MUSLIM KFC DENGAN RELIGIOSITAS SEBAGAI VARIABEL MODERASI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The fast food industry in Indonesia has shown rapid growth, with KFC as a dominant global brand among urban consumers. Following the emergence of boycott calls against products considered affiliated with Israel, KFC Indonesia faced a boycott campaign that significantly impacted its performance, reflected in net losses, store closures, and workforce reductions. This study analyzes the influence of resilience and boycott campaigns on Muslim consumer loyalty toward KFC in Jabodetabek, with religiosity as a moderating variable. A quantitative approach was employed using purposive sampling of 160 active Muslim KFC consumers, analyzed through path analysis and moderation testing using the PLSSEM method in SmartPLS. The research model explained 90.5% of the variation in Muslim consumer loyalty. Results indicate that resilience has a positive and significant effect, while the boycott campaign has a negative and significant effect on loyalty. Religiosity was proven to significantly moderate both relationships, although in opposite directions: weakening resilience's positive effect on loyalty, while strengthening the boycott campaign's negative effect. These findings underscore the importance of strengthening consumer resilience and understanding the sensitivity of Islamic values in designing brand communication strategies responsive to boycott campaigns, in order to maintain Muslim consumer loyalty toward KFC.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210116075] [Pembimbing: Tati Handayani] [Penguji 1: Fadhli Suko Wiryanto] [Ketua Penguji: Lili Puspitasari] |
| Uncontrolled Keywords: | Boycott Campaigns, Muslim Consumer Loyalty, Religiosity, Resilience |
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | ADINDA FARRAS HANIFAH |
| Date Deposited: | 03 Sep 2026 07:38 |
| Last Modified: | 03 Sep 2026 07:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51826 |
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