The role of social opinion as a moderation factors forming the intention to blame local brands

This study aims to examine the relationship or influence of brand incongruence, brand incapability, and brand unqualified which are suspected to be the triggers of individual intentions to behave blame towards local brands. Furthermore, this study also examines the role of social opinion as a moderating variable that is expected to reduce individual intentions to behave blame. The planned sample was 410 respondents taken for 2 months randomly from individuals who behave blame towards local brands, through an online survey. From the sample data collected, 405 were individual data that responded within the specified time limit. However, out of 405 respondents, there were 3 respondents who did not behave blame so they had to be excluded from the study so that the overall data that could be analyzed further were only 402 respondents who behaved blame towards local brands. The usable data was then analyzed using SEM analysis tools. The results of the study indicate that there is a positive relationship between brand incongruence, brand incapability, and brand unqualified towards attitudes to blame local brands, in addition it was found that social opinion is a variable that positively moderates between these hubs. This research, in addition to discussing the relationship between conceptualized variables, also discusses the implications of the research, both theoretically and practically, and future research opportunities.