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PENGARUH BRAND INAUTHENTICITY DAN BRAND HYPOCRISY TERHADAP SYMBOLIC INCONGRUITY DAN FEMWASHING PERCEPTION DENGAN MODERASI CONSUMER CYNICISM DAN IMPLIKASINYA TERHADAP BRAND HATE DAN BRAND AVOIDANCE : SURVEI PADA KONSUMEN FAST FASHION GLOBAL

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RINGKASAN

Rihhadata Aisy, Program Magister, Fakultas Ilmu Administrasi Universitas Brawijaya,
Malang. Pengaruh brand inauthenticity dan brand hypocrisy terhadap symbolic incongruity
dan femwashing perception dengan moderasi consumer cynicism dan implikasinya terhadap
brand hate dan brand avoidance (survei pada konsumen fast fashion global). Komisi
Pembimbing: Ketua – Mohammad Iqbal, S.Sos., MIB., DBA; Anggota – Dr. Anni Rahimah,
S.AB., M.AB., Ph.D.

Industri fast fashion mengalami pertumbuhan pesat secara global, termasuk di
Indonesia. Untuk membangun citra positif, beberapa brand fast fashion global seperti H&M
dan ZARA mengadopsi kampanye femvertising yang menonjolkan pemberdayaan perempuan.
Namun, di balik kampanye tersebut, muncul kontradiksi antara pesan iklan dan praktik bisnis,
terutama terkait pelanggaran hak pekerja perempuan di negara berkembang. Fenomena ini
menimbulkan persepsi negatif berupa femwashing, yaitu strategi pemasaran yang
mengeksploitasi isu perempuan tanpa komitmen nyata terhadap nilai-nilai yang diusung.
Penelitian dilakukan untuk menganalisis pengaruh brand inauthenticity dan brand
hypocrisy terhadap symbolic incongruity dan femwashing perception, serta implikasinya
terhadap brand hate dan brand avoidance. Penelitian ini juga menyertakan consumer cynicism
sebagai variabel moderasi yang memperkuat atau memperlemah hubungan antar variabel
tersebut. Data dikumpulkan melalui survei terhadap konsumen fast fashion global dan
dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS
SEM).

Hasil penelitian menunjukkan bahwa (1) brand inauthenticity berpengaruh positif
terhadap symbolic incongruity dan femwashing perception; (2) brand hypocrisy juga
berpengaruh positif terhadap symbolic incongruity dan femwashing perception; (3) symbolic
incongruity berpengaruh signifikan terhadap femwashing perception, brand hate, dan brand
avoidance; (4) femwashing perception berpengaruh signifikan terhadap brand hate dan brand
avoidance; (5) brand hate secara signifikan mendorong brand avoidance; serta 6) consumer
cynicism terbukti memoderasi hubungan antara femwashing perception dan brand hate dengan
arah yang melemahkan, artinya pada konsumen yang lebih sinis, pengaruh persepsi
femwashing terhadap kebencian merek menjadi kurang kuat; dan (7) consumer cynicism juga
memoderasi hubungan antara femwashing perception dan brand avoidance secara melemahkan,
di mana pada konsumen yang cenderung sinis, efek persepsi femwashing terhadap
penghindaran merek menjadi lebih rendah. Penelitian ini menunjukkan bahwa ketidaksesuaian
antara pesan pemberdayaan perempuan dengan realita bisnis dapat menimbulkan dampak
negatif terhadap citra merek dan perilaku konsumen, namun dampaknya dapat berbeda
tergantung pada tingkat sinisme konsumen. Penelitian ini menegaskan pentingnya konsistensi
narasi dan tindakan merek dalam kampanye sosial dengan membangun transparansi simbolik,
karena konsumen yang semakin kritis dapat menilai ketidakotentikan dan hipokrisi merek,
sementara temuan ini juga memperluas pemahaman teoritis tentang peran aktif consumer
cynicism dalam menafsirkan kredibilitas merek.

Kata Kunci: Femwashing Perception, Brand Inauthenticity, Brand Hypocrisy, Symbolic
Incongruity, Brand Avoidance.

SUMMARY

Rihhadata Aisy, Master’s Program, Faculty of Administrative Science, Universitas
Brawijaya, Malang. The Influence of Brand Inauthenticity and Brand Hypocrisy on Symbolic
Incongruity and Femwashing Perception with the Moderating Role of Consumer Cynicism and
Its Implications on Brand Hate and Brand Avoidance (A Survey on Global Fast Fashion
Consumers). Thesis Supervisors: Main Supervisor – Mohammad Iqbal, S.Sos., MIB., DBA;
Co-Supervisor – Dr. Anni Rahimah, S.AB., M.AB., Ph.D.

The fast fashion industry has experienced rapid growth globally, including in
Indonesia. To build a positive brand image, global fast fashion brands such as H&M and ZARA
have adopted femvertising campaigns that emphasize women’s empowerment. However, behind
these campaigns lies a contradiction between the empowering messages and the actual
business practices, particularly related to labor rights violations affecting women workers in
developing countries. This contradiction has triggered negative perceptions known as
femwashing, a marketing strategy that exploits women’s issues without genuine commitment to
the values being promoted.

This study aims to examine the influence of brand inauthenticity and brand hypocrisy
on symbolic incongruity and femwashing perception, and their implications on brand hate and
brand avoidance. It also investigates consumer cynicism as a moderating variable that may
strengthen or weaken the relationships among these constructs. Data were collected through a
survey of global fast fashion consumers and analyzed using the Partial Least Squares
Structural Equation Modeling (PLS-SEM) method.

The findings indicate that: (1) Brand inauthenticity has a positive influence on
symbolic incongruity and femwashing perception; (2) Brand hypocrisy also positively affects
symbolic incongruity and femwashing perception; (3) Symbolic incongruity significantly
influences femwashing perception, brand hate, and brand avoidance; (4) Femwashing
perception significantly affects both brand hate and brand avoidance; (5) Brand hate
significantly drives brand avoidance; (6) Consumer cynicism moderates the relationship
between femwashing perception and brand hate in a weakening direction, meaning that for
more cynical consumers, the impact of femwashing perception on brand hate becomes less
intense; and (7) Consumer cynicism also weakens the relationship between femwashing
perception and brand avoidance, indicating that consumers with higher cynicism tend to
respond less strongly in avoiding the brand. This study highlights that the misalignment
between feminist messaging and actual business practices may lead to negative consumer
responses, but these responses vary depending on the level of consumer cynicism. This study
underscores the necessity for brands to ensure narrative–action consistency and symbolic
transparency in social campaigns, as increasingly critical consumers scrutinize brand
authenticity and hypocrisy, while the findings also extend the theoretical understanding of
consumer cynicism as an active interpretive mechanism in evaluating brand credibility.

Keywords: Femwashing Perception, Brand Inauthenticity, Brand Hypocrisy, Symbolic
Incongruity, Brand Avoidance.

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Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

TES 658,83 AIS p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xxii, 251 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658,83

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

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Edisi

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Subjek

Tesis / Thesis
Brand inauthenticity
Brand Avoidance
Femwashing Perception
Brand Hypocrisy
Symbolic Incongruity

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rihhadata Aisy

Versi lain/terkait

Lampiran Berkas

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