PENGARUH GERAKAN MEDIA SOSIAL DAN PARTISIPASI BOIKOT TERHADAP MINAT BELI PRODUK MCDONALD’S DI KALANGAN MAHASISWA SURABAYA
DOI:
https://doi.org/10.31539/costing.v7i5.12310Keywords:
Gerakan Media Sosial, Partisipasi Boikot, Minat Beli, Mc Donald’sAbstract
Israel's attacks on Palestine have impacted the global economy. Jewish products perceived as Israeli are boycotted in many countries, resulting in substantial losses. This phenomenon has spread to Indonesia. This study investigates the influence of social media and participation in boycott movements on the purchasing interest of McDonald's products among students in Surabaya. Boycotts against brands like McDonald's often arise in response to global political issues, particularly concerning conflicts in the Middle East, including controversies involving Israel. The study involves 100 students as respondents and utilizes Structural Equation Modeling (SEM) to analyze data. The research findings indicate that the influence of social media on McDonald's purchasing interest is not significant among Surabaya students. However, participation in boycott movements shows a strong and significant impact on their purchasing interest. These findings highlight that students often use boycotts as an expression of their values regarding politically sensitive global issues.
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Management Science, 49(9), 1196–1209. https://doi.org/10.1287/mnsc.49.9.1196.16569.
Kakashekh, H. M., Murad, H. R., Ahmad, A. R., & Saud, M. (2021). Effects of the Facebook Boycott Campaign on Turkish Products and its Influence on Demand of Kurdish Consumers 2020. UKH Journal of Social Sciences, 5(1), 98–106. https://doi.org/10.25079/ukhjss.v5n1y2021.pp98-106.
Khoiriah, Y. N., & Rahmawan, G. (2022). Pengaruh Fanatisme, Packaging, Promotion, dan Product Innovation terhadap Keputusan Pembelian Produk BTS Meal Mcdonald’s di Soloraya. Jurnal Indonesia Sosial Sains, 3(4), 601–614. https://doi.org/10.36418/jiss.v3i4.574.
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Louis, C., Elsha, ;, Blesstari, C., Felishia, ;, Lin, J., Kenneth, K., & Wijaya, ; (2023). Pengaruh Aksi Boikot Mcdonald’s Akibat Genosida Israel di Palestina Terhadap Masyarakat Indonesia Dalam Nilai Pancasila. 1(2), 1–25. https://doi.org/10.11111/nusantara.xxxxxxx.
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Mirza, F., Ashraf, S., & Jahangir, H. B. (2020). The Impact of Religiously Motivated Consumer Boycotts on Product Judgment, Brand Image and Loyalty. International Journal of Academic Research in Business and Social Sciences, 10(11). https://doi.org/10.6007/ijarbss/v10-i11/7902.
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Pradipta Utama, A., Christianto Simon, J., Nurlaela, F., Asy, A., & Arsyad, hary J. (n.d.). The Impact Of The Boycott Movement On Israeli Products On Brand Perception Among Muslim Consumers: An Analysis Of Brand Image And Customer Loyalty. https://www.journal.uinsgd.ac.id/index.php/branding.
Pratiwi, B., Miftahul Jannah, K., Saraswati, R., Raihanah, S., & Suhud, U. (2021a). Analisis Pengaruh Intention to Boycott pada Konsumen Produk Perancis di Indonesia (Vol. 2, Issue 1).
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Rahmani, A. N. (2023). Dampak Perang Israel-Hamas Terhadap Harga Saham Dan Minat Beli Masyarakat Produk Pendukung Israel. In AoEJ: Academy of Education Journal (Vol. 14).
Restoran, K. (n.d.). Pengaruh Media Sosial Terhadap Minat Beli.
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2024-09-11
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