The Effect of Consumer Ethnocentrism, Boycott Participation, and Consumer Animosity on Purchase Unwillingness Aqua Brand Bottled Drinking Water

Abstract

This study aims to determine whether there is an influence of Consumer Ethnocentrism, Boycott Participation, and Consumer Aimosity on Purchase Unwillingness of AQUA Brand Bottled Drinking Water. In line with the objectives of the study, this study uses a Quantitative research method. The population in this study were consumers who consume AQUA Brand Bottled Drinking Water who live in the Mercu Buana Meruya Campus Environment, west Jakarta. The sample used in this study was 125 respondents. The sampling method used Non Probability Sampling with the technique used was purposive sampling. The data analysis used was statistical analysis in the form of SEM-PLS. The results of this study indicate that the Consumer Ethnocentrism Variable has a positive and significant effect on Purchase Unwillingness. The Boycott Participation Variable has a positive and significant effect on Purchase Unwillingness. The Consumer Animosity Variable has a positive and significant effect on Purchase Unwillingness.