Ismail, Izzul Zulfikar and Hadi, Cholichul (2025) Pemboikotan McDonald's di Indonesia: Pengaruh Brand Image dan Customer Experience terhadap Brand Loyalty yang Dimoderasi oleh Individual Level of Collectivist Value. Repository Universitas Airlangga. (Unpublished)

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Abstract

This study aims to examine the influence of brand image and customer experience on brand loyalty to the McDonald's brand with individual level of collectivist value as a moderator variable. The brand loyalty in question is loyalty to McDonald's to resist the boycott issue that is growing massively in Indonesian society. The study was conducted using a quantitative method with a cross-sectional study design conducted on 96 respondents who were Indonesian citizens aged 18-27 years who had dined at McDonald's. Online questionnaires were distributed using the convenience sampling method. The questionnaire contained research instruments: Brand Image Scale (BIS) developed by Putri (2024), Customer Experience Scale (CES) developed by Kurniawati (2019), Brand Loyalty Scale (BLS) developed by Putri (2024), and Individual Level of Collectivist Value (ILCV) Scale reduced version by Sivadas et al. (2008). The moderation analysis model data analysis technique in Jamovi 2.4.11 was used to test the research hypothesis. The results of the data analysis found that brand image and customer experience have a significant positive influence on brand loyalty. Individual level of collectivist value was found to weaken the influence of customer experience on brand loyalty (estimate = -0.30, p = 0.01). However, individual level of collectivist value was not significant in moderating the influence between brand image and brand loyalty (p = 0.136).

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