Analisis Faktor Pengaruh Niat Konsumen dalam Partisipasi Aksi Boikot Produk Pro Israel oleh Generasi Z Surabaya

Diba, Wardah Farah (2025) Analisis Faktor Pengaruh Niat Konsumen dalam Partisipasi Aksi Boikot Produk Pro Israel oleh Generasi Z Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Aksi boikot terhadap produk-produk pro Israel menjadi salah satu bentuk respons konsumen terhadap konflik berkepanjangan antara Israel dan Palestina. Di Indonesia, gerakan boikot ini memperoleh perhatian besar dari masyarakat, terlebih setelah Majelis Ulama Indonesia (MUI) mengeluarkan fatwa yang menyatakan bahwa segala bentuk dukungan terhadap agresi Israel adalah haram. Salah satu kelompok yang paling aktif dalam mendukung gerakan ini adalah Generasi Z, yang dikenal memiliki kepedulian tinggi terhadap isu sosial dan kemanusiaan serta keterlibatan kuat dalam media digital. Fenomena ini mencerminkan adanya perubahan dalam perilaku konsumsi yang semakin dipengaruhi oleh nilai moral, etika, dan agama. Penelitian ini bertujuan untuk menganalisis pengaruh self-enhancement, subjective norms, religious animosity, dan attitude towards participation in a boycott terhadap niat konsumen untuk memboikot produk pro Israel di kalangan Generasi Z di Surabaya. Metode yang digunakan adalah pendekatan kuantitatif melalui penyebaran kuesioner kepada 220 responden yang dipilih dengan teknik purposive sampling. Analisis data dilakukan menggunakan statistik deskriptif, Confirmatory Factor Analysis (CFA), dan regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel self-enhancement, religious animosity, dan attitude towards participation in a boycott memiliki pengaruh yang signifikan terhadap niat memboikot. Sebaliknya, subjective norms tidak memberikan pengaruh yang signifikan. Temuan ini mengindikasikan bahwa keputusan Generasi Z untuk terlibat dalam aksi boikot lebih dipengaruhi oleh motivasi internal dan nilai-nilai pribadi dibandingkan tekanan sosial dari lingkungan sekitar. Dalam konteks perubahan perilaku konsumen, penelitian ini memberikan kontribusi teoritis dengan memperluas penerapan Theory of Reasoned Action (TRA) dalam studi mengenai aktivisme konsumen. Secara praktis, hasil penelitian ini dapat menjadi acuan bagi perusahaan dalam menyusun strategi komunikasi dan pemasaran yang lebih sensitif terhadap nilai sosial dan religius yang berkembang di kalangan konsumen muda saat ini
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The boycott of pro-Israel products has become a form of consumer response to the prolonged conflict between Israel and Palestine. In Indonesia, this boycott movement has gained significant attention, especially following the issuance of a fatwa by the Indonesian Ulema Council (MUI), which declared any form of support for Israel’s aggression as religiously forbidden (haram). One of the most active groups supporting this movement is Generation Z, known for their strong concern for social and humanitarian issues and their deep engagement with digital media. This phenomenon reflects a shift in consumer behavior, where purchasing decisions are increasingly influenced by moral, ethical, and religious values. This study aims to analyze the influence of self-enhancement, subjective norms, religious animosity, and attitude towards participation in a boycott on the intention to boycott pro-Israel products among Generation Z in Surabaya. A quantitative method was applied by distributing questionnaires to 220 respondents selected through purposive sampling. The data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and multiple linear regression analysis. The results reveal that self-enhancement, religious animosity, and attitude towards participation in a boycott significantly influence boycott intention. On the other hand, subjective norms were found to have no significant impact. These findings suggest that Generation Z’s decision to participate in a boycott is more strongly driven by internal motivations and personal values than by external social pressures. In the context of consumer behavior change, this study offers a theoretical contribution by expanding the application of the Theory of Reasoned Action (TRA) in the study of consumer activism. Practically, the findings provide valuable insights for companies to design marketing and communication strategies that are more sensitive and responsive to the evolving social and religious values that influence the consumption patterns of today’s younger generations.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Aksi Boikot, Sikap Terhadap Partisipasi dalam Boikot, Pengembangan Diri, Niat Konsumen untuk Memboikot, Boycott, Attitude Towards Participation in a Boycott, Self-enhancement, Consumer’s Intention to Boycott
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Wardah Farah Diba
Date Deposited:	23 Jul 2025 03:58
Last Modified:	23 Jul 2025 03:58
URI:	http://repository.its.ac.id/id/eprint/120807

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