Published: 2026-06-01
Pengaruh Consumer Animosity dan Negative E-Wom Terhadap Purchase Intention: Peran Mediasi Brand Image Pada KFC Indonesia
DOI: 10.35870/jemsi.v12i3.6399
Abstract
The global fast-food industry continues to experience significant growth, with Indonesia emerging as a strategic market. However, KFC faces serious challenges due to boycott calls related to global geopolitical issues. This study aims to analyze the effects of consumer animosity and negative electronic word of mouth (negative e-WOM) on purchase intention, with brand image as a mediating variable in the context of KFC Indonesia. A quantitative approach was employed using an online survey of 200 Indonesian respondents who were aware of the boycott issue involving KFC. Data were analyzed using SmartPLS version 4.0 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that consumer animosity and negative e-WOM have significant negative effects on brand image. Negative e-WOM significantly influences purchase intention, while consumer animosity does not have a significant direct effect. Nevertheless, brand image plays a significant mediating role in the relationships among the variables. These findings highlight the critical role of brand image in shaping consumer perceptions and behavioral intentions. Strategically, KFC Indonesia needs to strengthen brand image, enhance reputation recovery efforts, and manage public perceptions more effectively to reduce the negative impact of adverse information and consumer sentiment.
Keywords
Consumer Animosity; Negative E-WOM; Brand Image; Purchase Intention; KFC Indonesia
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 3 (2026)
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Section: Articles
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Published: 2026-06-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i3.6399
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Angwen Constantine, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Barkah Barkah, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Ahmadi Ahmadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Heriyadi Heriyadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Wenny Pebrianti, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
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