Abstrak
THE EFFECT OF BRAND: THE MODOTT, COUNTRY-OF-ORIGIN IMAGE. TAND GLOBAL THE MODERATING EFFECT OF SUBJECTIVE NORMS (A Case Study Of Mcdonald's In Tarakan) Abstract The phenomenon of consumer boycotts against global brands has intensified alongside rising social, political, and ethical awareness. Geopolitical issues and perceptions of a brand's country of origin can trigger collective reactions that Influence purchase decisions. In contrast, global brand strength and subjective norms may function as balancing or reinforcing factors. Accordingly, this study aims to analyze the effects of consumer boycott, country-of-origin image, tudy global brand on purchase decisions, and to examine the role of subjective norms as both a direct and a moderating variable. This research adopts a quantitative approach, using a survey of global brand consumers and Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis with SmartPLS, and employs bootstrapping techniques (p-value 0.05; t-statistic > 1.96). The results indicate that consumer boycott has a negative and significant effect on purchase decisions, whereas country-of-origin image and global brand have positive and significant effects. In contrast, subjective norms do not show a significant effect, either directly or as a moderating variable. These findings suggest that consumers' personal attitudes play a more dominant role than social pressure in shaping purchase decisions. Practically, companies should strengthen their brand image and country- of-origin perceptions when facing boycott-related issues. Theoretically, this study contributes to a deeper understanding of consumer behavior in the context of consumer boycotts and global branding.