DAMAYANTI, Winda (2025) Unveiling Consumer Animosity Towards Brand Avoidance With The Mediating Role of Cognitive Judgement and Unfavorable Affective Evaluation and The Moderating Role of Brand Affinity Among Gen Z and Millennial (Study On Starbucks). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study examines the effect of Consumer Animosity on Brand Avoidance, with Cognitive Judgment and Unfavorable Affective Evaluation as mediators, and Brand Affinity as a moderator (Study on Starbucks Indonesia). The research focuses on Generation Z and Millennial consumers who are often influenced by global conflicts and boycott movements. A quantitative method was used with Structural Equation Modeling (SEM-PLS) through SmartPLS 4.0, involving 200 respondents selected by purposive sampling. Data were collected via an online questionnaire. The findings reveal that Consumer Animosity negatively affects Cognitive Judgment and positively affects Brand Avoidance. Cognitive Judgment has a negative impact on Unfavorable Affective Evaluation but does not significantly affect Brand Avoidance. On the other hand, Unfavorable Affective Evaluation significantly mediates the relationship between Consumer Animosity and Brand Avoidance, while Cognitive Judgment does not act as a mediator. Additionally, Brand Affinity moderates the relationship between Consumer Animosity and Brand Avoidance by weakening the animosity's negative effect. The study concludes that emotional reactions (affective evaluation) are key in driving brand avoidance, while rational judgments (cognitive) play a lesser role. Brand Affinity emerges as a protective factor that mitigates the impact of animosity, especially among young consumers.

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