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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.
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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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References
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References
Abdullah, Z., Mohamed Anuar, M., & Mohd Noor, N. A. (2024). Consumer boycott: the effect of religiosity and consumer attitudes. Global Journal Al-Thaqafah, 85-97. https://doi.org/10.7187/GJATSI072024-6
Abdul-Talib, A. N., Abd-Latif, S. A., & Abd-Razak, I. S. (2016). A study on the boycott motivations of Malaysian non-Muslims. Journal of Islamic Marketing, 7(3), 264-287. https://doi.org/10.1108/JIMA-11-2014-0071
Adekunle, S. A., & Ejechi, J. O. (2018). Modelling repurchase intention among smartphones users in Nigeria. Journal of Modelling in Management, 13(4), 794-814. https://doi.org/10.1108/JM2-12-2017-0138
Ahmed, Z., Anang, R., Othman, N., & Sambasivan, M. (2013). To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563. https://doi.org/10.1108/JSM-01-2012-0023
Ahuvia, A., Rauschnabel, P. A., & Rindfleisch, A. (2020). Is brand love materialistic?. Journal of Product & Brand Management, 30(3), 467-480. https://doi.org/10.1108/JPBM-09-2019-2566
Ajzen, I. (2012). The theory of planned behavior. In Van Lange, P. A. M., Kruglanski, A. W., Higgins, E. T., & Ajzen, I. (Eds.), Handbook of Theories of Social Psychology (Vol. 1, pp. 438-459). SAGE Publications Ltd. https://doi.org/10.4135/9781446249215
Allport, G. W. (1953). The Individual and His Religion: A Psychological Interpretation. New York: The Macmillan Co.
Allport, G. W., & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology, 5(4), 432–443. https://psycnet.apa.org/doi/10.1037/h0021212
Antonetti, P., Manika, D., & Katsikeas, C. (2019). Why consumer animosity reduces product quality perceptions: the role of extreme emotions in international crises. International Business Review, 28(4), 739-753. https://doi.org/10.1016/j.ibusrev.2019.02.003
Bao, Y., Cheng, X., & Zarifis, A. (2021). Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce. Journal of Global Information Management (JGIM), 30(2), 1-20. https://doi.org/10.4018/JGIM.20220301.oa7
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Batson, C. D., Batson, J. G., Slingsby, J. K., Harrell, K. L., Peekna, H. M., & Todd, R. M. (1991). Empathic joy and the empathy-altruism hypothesis. Journal of Personality and Social Psychology, 61(3), 413–426. https://doi.org/10.1037//0022-3514.61.3.413
Bilal, A., Siddiquei, A., Asadullah, M. A., Awan, H. M., & Asmi, F. (2021). Servant leadership: a new perspective to explore project leadership and team effectiveness. International Journal of Organizational Analysis, 29(3), 699-715. https://doi.org/10.1108/IJOA-12-2019-1975
Brewczynski, J., & MacDonald, D. A. (2006). Confirmatory factor analysis of the Allport and Ross religious orientation scale with a Polish sample. The International Journal for the Psychology of Religion, 16(1), 63-76. https://doi.org/10.1207/s15327582ijpr1601_6
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2016). Effect of economic animosity on consumer ethnocentrism and product-country images. a binational study on the perception of Germany during the Euro crisis. European Management Journal, 34(1), 59-68. https://doi.org/10.1016/j.emj.2015.09.003
El-Menouar, Y. (2014). The five dimensions of Muslim religiosity. Results of an empirical study. Methods, Data, Analyses, 8(1), 26. https://doi.org/10.12758/mda.2014.0.03
Enders, C. K., & Bandalos, D. L. (2001). The relative performance of full information maximum likelihood estimation for missing data in structural equation models. Structural Equation Modeling: A Multidisciplinary Journal, 8(3), 430–457. https://doi.org/10.1207/S15328007SEM0803_5
Glock, C. Y., & Stark, R. (1970). Religion and Society in Tension. Chicago: Rand McNally. https://doi.org/10.2307/3710391
Hair, J., Hult, G., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. US: Springer International Publishing.
Hoang, H. T., Ho, K. N. B., Tran, T. P., & Le, T. Q. (2022). The extension of animosity model of foreign product purchase: does country of origin matter?. Journal of Retailing and Consumer Services, 64, 102758. https://doi.org/10.1016/j.jretconser.2021.102758
Hoffmann, S., Mai, R., & Smirnova, M. (2011). Development and validation of a cross-nationally stable scale of consumer animosity. Journal of Marketing Theory and Practice, 19(2), 235-252. https://doi.org/10.2753/MTP1069-6679190208
Huang, Y. A., Phau, I., Lin, C., Chung, H. J., & Lin, K. H. C. (2008). Allocentrism and consumer ethnocentrism: the effects of social identity on purchase intention. Social Behavior and Personality: An International Journal, 36(8), 1097-1110. https://doi.org/10.2224/sbp.2008.36.8.1097
Ishak, S., Khalid, K., & Sulaiman, N. (2018). Influencing consumer boycott: between sympathy and pragmatic. Journal of Islamic Marketing, 9(1), 19-35. https://doi.org/10.1108/JIMA-05-2016-0042
Kadin Indonesia (2023, November 22). Kadin Indonesia bersama Kementerian Perindustrian dan Astra Dorong IKM Naik Kelas Lewat Kemitraan Inklusif ‘IKM Closed Loop’. Retrieved 25 March 2024 from https://kadin.id/.
Karimov, F., & El-Murad, J. (2019). Does country-of-origin matter in the era of globalisation? evidence from cross sectional data in Uzbekistan. International Journal of Retail & Distribution Management, 47(3), 262-277. https://doi.org/10.1108/IJRDM-06-2017-0129
Keegan, W. J. (2017). Multinational marketing: the headquarters role. In Buckley, P. (Ed.), International Business (pp. 175-180). London: Routledge.
Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A., & Mittal, V. (2015). A five-component customer commitment model: implications for repurchase intentions in goods and services industries. Journal of Service Research, 18(4), 433-450. https://doi.org/10.1177/1094670515578823
Khraim, H. S. (2022). Exploring factors affecting consumers’ intentions to boycott French products in Jordan. Malaysian Journal of Consumer and Family Economics, 28, 2022.
Kim, C., Yan, X., Kim, J., Terasaki, S., & Furukawa, H. (2022). Effect of consumer animosity on boycott campaigns in a cross-cultural context: does consumer affinity matter?. Journal of Retailing and Consumer Services, 69, 103123. https://doi.org/10.1016/j.jretconser.2022.103123
Kiriri, P. N. (2019). Consumer perception: animosity, ethnocentrism and willingness to buy Chinese products. European Journal of Marketing and Economics, 2(1), 32-46.
Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I. H., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business, 20(5), 141-165. https://doi.org/10.1108/EMJB-01-2024-0004
Kotler, P., Bowen, J. T., Makens, J. C., Baloglu, S. (2017). Marketing for Hospitality and Tourism. United Kingdom: Pearson.
Kumar, V., Sharma, A., Shah, R., & Rajan, B. (2013). Establishing profitable customer loyalty for multinational companies in the emerging economies: a conceptual framework. Journal of International Marketing, 21(1), 57-80. https://doi.org/10.1509/jim.12.0107
Kusumawardani, K. A., & Yolanda, M. (2021). The role of animosity, religiosity, and allocentrism in shaping purchase intention through ethnocentrism and brand image. Organizations and Markets in Emerging Economies, 12(2), 503-525.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A. K., & Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: nature, antecedents, and consequences. Journal of International Business Studies, 39, 996-1009. https://doi.org/10.1057/palgrave.jibs.8400392
Lestari, A., Praktikto, H., & Hermawan, A. (2020). The effect of religiosity on the purchase intention halal cosmetics through attitude (Studies on Muslim at several universities in Malang, Indonesia). Journal of Chemical Information and Modeling, 22(1), 203-211.
Lestari, P., & Jazil, T. (2024). The role of religiosity, consumer animosity, and ethnocentrism in explaining the boycott motivation. Journal of Islamic Economics and Finance Studies, 5(1), 134-152. https://doi.org/10.47700/jiefes.v5i1.7755
Li, Y., Li, B., Wang, G., & Yang, S. (2021). The effects of consumer animosity on demand for sharing-based accommodations: evidence from Airbnb. Decision Support Systems, 140, 113430. https://doi.org/10.1016/j.dss.2020.113430
Little, T. (2013). The Oxford Handbook of Quantitative Methods in Psychology: Vol. 2: Statistical Analysis. USA: OUP Publishing.
Luo, R., Sriboonlue, U., & Onputtha, S. (2024). The mediating role of perceived value in the relationship between brand image and repurchase intention: a case study of the Chinese tea market. Journal of Applied Data Sciences, 5(2), 756-770. https://doi.org/10.47738/jads.v5i2.227
Malhotra, N. (2010). Marketing Research: An Applied Approach. Germany: Financial Times/Prentice Hall.
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