The Effect of Boycott and Brand Image on Customer Loyalty of Aqua Brand Mineral Water in Bungo Regency
Keywords:
Boycott, Brand Image, Customer LoyaltyAbstract
This study aims to analyze the influence of boycott movements and brand image on customer loyalty to Aqua bottled water products in Bungo Regency, Indonesia, particularly in response to socio-political tensions such as the Israel–Hamas conflict. A quantitative descriptive approach was employed. Data were collected through an online questionnaire completed by 96 Aqua consumers in Bungo Regency. The study used multiple linear regression analysis to assess the partial and simultaneous effects of boycott (X₁) and brand image (X₂) on customer loyalty (Y). The findings indicate that brand image has a significantly positive effect on customer loyalty (β = 1.049, p < 0.001), while boycott exerts a significant negative effect (β = -0.111, p = 0.034). Although consumer awareness of the boycott movement was high, active participation was relatively low. The brand image variable proved dominant in influencing customer decisions to remain loyal, despite the presence of socio-political pressures. A strong brand image serves as a critical buffer against the negative impact of boycotts, preserving customer loyalty amid social and political turbulence. The study underscores the importance for companies to maintain brand integrity and engage in socially responsive communication strategies. These findings contribute to marketing and brand management literature by offering insights into consumer behavior in politically sensitive environments.
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