The Effect of Boycott Exposure, Brand Trust Recovery, and Digital Voucher Campaigns on Gen Z Dine-in Intention in Indonesia's Quick Service Restaurant (QSR) Sector

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Saranga, Agelinda (2026) The Effect of Boycott Exposure, Brand Trust Recovery, and Digital Voucher Campaigns on Gen Z Dine-in Intention in Indonesia's Quick Service Restaurant (QSR) Sector. Masters thesis, IPMI Institute.

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Abstract

This study examines how boycott exposure, brand trust recovery, and digital voucher campaigns relate to Gen Z’s intention to dine in at Quick Service Restaurant brands in Indonesia. Using a quantitative cross sectional survey and SPSS analysis, the study finds that all three variables are significantly associated with dine in intention. Among them, digital voucher campaigns show the strongest association. The results indicate that QSR brands need to do more than offer promotions when trying to win back consumers after boycott related concerns. Rebuilding trust requires credible actions that respond to consumers’ concerns, while digital vouchers can provide a practical reason for consumers to return. Brands should therefore evaluate voucher campaigns not only through redemption rates, but also through repeat visits, spending, and profitability.

Keywords: Boycott Exposure; Brand Trust Recovery; Digital Voucher Campaigns; Dine In Intention; Gen Z; Quick Service Restaurant; Indonesia.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 28 Sep 2026 02:32
Last Modified: 28 Sep 2026 02:32
URI: http://repository.ipmi.ac.id/id/eprint/3036

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