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October 2, 2024
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January 24, 2025
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February 18, 2025
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Abstract

This study aims to develop an investigative model of repurchase intention from a multidisciplinary service marketing science perspective, focusing especially on conventional and digital franchise retail services. This is supported by psychological consumer purchasing behavior to deepen the analysis of customer repurchase decisions for multinational franchise retail food and beverage products in Indonesia. Following the boycott movement against certain foreign-brand food and beverage goods, the impact of religious beliefs, hostility, and the perception of the country of origin define this process. A causal/explanatory survey was employed as the research method. Participatory observations, interviews, and questionnaires with 220 respondents were used as primary data-gathering methods. These were distributed both digitally and conventionally. Google Form in all randomly selected public and private university analysis units in Indonesia. The observation unit (respondent) used a convenience/accidental sampling technique. The analytical tool employed Lisrel version 88.0. The findings reveal that Islamic religiosity, consumer animosity, and country of origin affect repurchase intention. This original research can generate specific and relevant findings for the Indonesian market context, which companies can use to design more effective marketing, brand management, and product development strategies. This will help companies better understand their customers’ preferences and needs, as well as build stronger relationships with consumers.

Keywords

Consumer animosity Country of origin Food and beverage Religiosity Retail Repurchase Intention

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Copyright (c) 2025 Mohamad Rizan, Agung Kresnamurti, Farah Chalida Hanoum, Raka Pria Anugrah, Heri Prabowo, Qristin Violinda, Guruh Ghifar Zalzalah, Hapsari Dyah Herdiany

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How to Cite
Rizan, M., Kresnamurti, A., Hanoum, F. C., Anugrah, R. P., Prabowo, H., Violinda, Q., Zalzalah, G. G., & Herdiany, H. D. (2025). Investigative model of repurchase intention on boycott brand of multinational franchise food and beverage in Indonesia. Asian Management and Business Review, 5(1), 107–127. https://doi.org/10.20885/AMBR.vol5.iss1.art8
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