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Re-Purchase Intention of Muslim Students Towards Halal Fast Food Restaurant McDonald’s Affected by Boycotts in Bandung
Abstract
Purpose – The purpose of this study is to determine the effect of price, brand image, service quality, and religiosity on the re-purchase intention of McDonald's products after being affected by a boycott.
Methodology - The research method used is quantitative with a descriptive-causality approach. The data analysis method used was Structural Equation Modeling-Partial Least Square (SEM-PLS). The sampling method used the Siregar formula, with a total of 205 respondents.
Findings – The results of this study indicate that price, brand image, service quality, and religiosity have a positive effect on the re-purchase intention of McDonald's products.
Implication – This study extends consumer behavior theory by demonstrating that religiosity does not always weaken consumption but may rationalize selective consumption under controversial conditions. The findings offer theoretical and managerial insights into halal consumption resilience amid socio-political pressures.
Keywords
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DOI: https://doi.org/10.17509/rief.v9i1.97155
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