Amelgo, Reyvlando Rizal (2024) Political Consumerism: Determinan Boycott Intention Konsumen Indonesia Terhadap Produk Fast Food Terafiliasi Israel. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konflik genosida antara Israel dan Palestina yang telah menyebabkan jatuhnya puluhan ribu korban jiwa memicu gerakan boikot oleh konsumen di berbagai negara termasuk Indonesia. Boikot menjadi cara mereka untuk menunjukkan dukungannya terhadap Palestina sekaligus kecamannya terhadap Israel beserta sekutunya. Hal tersebut mencerminkan konsep political consumerism bahwa konsumen menyadari pembelian yang mereka lakukan dapat memengaruhi pasar. Bidang fast food menjadi salah satu bidang usaha yang terdampak boikot. Boikot oleh konsumen tersebut menyebabkan perusahaan-perusahaan fast food yang menjadi sasaran mengalami kemerosotan performa bisnis yang signifikan. Penelitian ini dilakukan untuk menganalisis faktor-faktor yang memengaruhi boycott intention konsumen di Indonesia terhadap merek-merek fast food yang terafiliasi. Variabel-variabel yang digunakan dalam penelitian ini antara lain boycott intention, opinion leaders, consumer animosity, consumer ethnocentrism, self-enhancement, dan religiosity. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer yang berasal dari penyebaran kuesioner secara online. Data yang telah terkumpul kemudian dianalisis menggunakan metode CB-SEM dengan software AMOS v24. Penelitian ini menemukan bahwa self-enhancement menjadi satu-satunya faktor yang memengaruhi boycott intention konsumen terhadap produk fast food terafiliasi Israel. Ditemukan pula pengaruh positif secara langsung pada variabel opinion leaders terhadap consumer animosity dan consumer ethnocentrism. Penelitian ini berkontribusi pada pemahaman yang lebih baik mengenai perilaku konsumen dalam fenomena boikot, khususnya di pasar Indonesia. Penelitian ini menyoroti potensi pengaruh dorongan internal seperti self-enhancement terhadap niat boikot konsumen.
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The genocidal conflict between Israel and Palestine that has caused tens of thousands of casualties has triggered boycott movements by consumers in various countries including Indonesia. Boycotts are a way for them to show their support for Palestine as well as their condemnation of Israel and its allies. This is a reflection of the concept of political consumerism that consumers realize the purchases they make can influence the market. The fast food sector is one of the businesses affected by the boycott. The boycott by consumers caused the targeted fast food companies to experience a significant decline in business performance. This study was conducted to analyze the factors that influence the boycott intention of consumers in Indonesia towards affiliated fast food brands. The variables used in this study include boycott intention, opinion leaders, consumer animosity, consumer ethnocentrism, self-enhancement, and religiosity. This research uses a quantitative approach using primary data derived from distributing questionnaires online. The data that has been collected is then analyzed using the CB-SEM method with AMOS v24 software. This study found that self-enhancement is the only factor that influences consumers' boycott intention towards Israeli-affiliated fast food products. It also found a direct positive influence on the opinion leaders variable on consumer animosity and consumer ethnocentrism. This research contributes to a better understanding of consumer behavior in the boycott phenomenon, particularly in the Indonesian market. This research highlights the potential influence of internal drives such as self-enhancement on consumer boycott intentions.
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