Farisa, Alfira Hanum (2024) Pengaruh Media Exposure, Empathy, dan Attitude terhadap Intention to Boycott Produk Pro-Israel dengan Subjective Norms Sebagai Moderator. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk menyelidiki dampak media exposure, empathy, dan attitude terhadap intention to boycott, terutama dalam konteks fenomena genosida yang terjadi di Palestina yang dilakukan oleh Israel. Fenomena ini menjadi isu yang sangat kontroversial, memicu respons berbagai komunitas di seluruh dunia. Di tengah meningkatnya kesadaran global tentang isu-isu kemanusiaan dan konflik politik, ada kebutuhan mendesak untuk memahami faktor-faktor yang mempengaruhi sikap dan niat individu untuk memboikot merek yang terkait dengan konflik tersebut. Variabel yang diteliti mencakup media exposure, empathy, attitude, intention to boycott, dan subjective norms. Metode purposive sampling digunakan untuk memilih responden dengan pemahaman isu Palestina dan kekuatan pembelian signifikan. Data dianalisis dengan SEM dengan menggunakan software AMOS. Hasil penelitian menunjukkan bahwa media exposure berpengaruh positif terhadap empathy, dan empathy berpengaruh positif terhadap attitude. Selain itu, media exposure juga berpengaruh positif terhadap intention to boycott, serta attitude terbukti berpengaruh positif terhadap intention to boycott. Subjective norms ditemukan memiliki pengaruh positif dalam memoderasi hubungan antara media exposure dan intention to boycott. Namun, subjective norms tidak memiliki pengaruh dalam memoderasi hubungan antara attitude dan intention to boycott.
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This study aims to investigate the impact of media exposure, empathy, and attitude on intention to boycott, especially in the context of the genocide in Palestine committed by Israel. This phenomenon has become a highly controversial issue, triggering responses from various communities around the world. Amidst increasing global awareness of humanitarian issues and political conflicts, there is an urgent need to understand the factors that influence individuals' attitudes and intentions to boycott brands associated with such conflicts. The variables studied include media exposure, empathy, attitude, intention to boycott, and subjective norms. A purposive sampling method was used to select respondents with an understanding of the Palestinian issue and significant purchasing power. Data were analyzed by SEM using AMOS software. The results showed that media exposure has a positive effect on empathy, and empathy has a positive effect on attitude. In addition, media exposure also has a positive effect on intention to boycott, and attitude is proven to have a positive effect on intention to boycott. Subjective norms are found to have a positive influence in moderating the relationship between media exposure and intention to boycott. However, subjective norms have no influence in moderating the relationship between attitude and intention to boycott.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Attitude, Empathy, Intention to boycott, Media exposure, Pro- Israel, Subjective norms |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences J Political Science > JC Political theory J Political Science > JZ International relations |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Alfira Hanum Farisa |
| Date Deposited: | 21 Aug 2024 02:17 |
| Last Modified: | 21 Aug 2024 02:17 |
| URI: | http://repository.its.ac.id/id/eprint/111973 |
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