Pengaruh Media Sosial dalam Boikot Makanan Cepat Saji dan Peran Moderasi Loyalitas Merek : Studi pada Generasi Z Dalam Perspektif Theory Of Planned Behaviour

Maulina, Azzahra (2025) Pengaruh Media Sosial dalam Boikot Makanan Cepat Saji dan Peran Moderasi Loyalitas Merek : Studi pada Generasi Z Dalam Perspektif Theory Of Planned Behaviour. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Beberapa merek makanan cepat saji global yang digemari konsumen muda Generasi Z sering dikaitkan dengan dukungan tidak langsung terhadap tindakan Israel yang merugikan Palestina. Hal ini mendorong sekelompok Generasi Z yang peduli etika dan keadilan sosial untuk melakukan aksi boikot. Selain itu, tekanan sosial dan informasi yang disebarkan melalui media sosial juga berperan dalam memengaruhi aksi boikot tersebut. Sehingga, penelitian ini bertujuan untuk mengeksplorasi peran media sosial dalam membentuk niat (intention) dan keputusan (decision) boikot di kalangan Generasi Z Indonesia, terhadap produk makanan cepat saji yang pro-Israel menggunakan pendekatan Theory of Planned Behaviour (TPB). Kerangka TPB mencakup attitude, subjective norms, dan perceived behavioural control sebagai faktor utama yang memengaruhi intention, yang dapat menjelaskan keputusan yang melibatkan pertimbangan moral dan etika. Kemudian, brand loyalty sebagai variabel moderasi berpotensi memperkuat atau melemahkan hubungan intention dan decision to boycott. Data penelitian diperoleh melalui survei kuantitatif pada kelompok Generasi Z yang memiliki kriteria (1) mahasiswa yang berkuliah di Kota Surabaya, (2) pengonsumsi makanan cepat saji, dan (3) pengguna media sosial, yang kemudian dianalisis menggunakan PLS-SEM (Partial Least Square-Structural Equation Modelling). Hasil penelitian menunjukkan bahwa media sosial saja belum cukup menjadi faktor yang memengaruhi keinginan boikot, namun media sosial dapat meningkatkan kesadaran sikap, perilaku, dan norma sosial yang mendukung keinginan boikot. Selain itu, niat Generasi Z untuk memboikot cenderung dipengaruhi oleh keyakinan dari diri sendiri dibanding pengaruh orang lain. Hal ini menjelaskan loyalitas merek yang memoderasi hubungan intention terhadap decision to boycott. Kemudian, niat boikot yang kuat akan meningkatkan kemungkinan tindakan untuk memboikot produk makanan cepat saji yang terindikasi pro-Israel secara nyata oleh Generasi Z. Penelitian ini memberikan wawasan baru tentang peran media sosial, penerapan TPB, dan brand loyalty yang dapat digunakan praktisi bisnis untuk memperhatikan strategi komunikasi mereka dengan konsumen muda di era digital dan isu-isu global.
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Several global fast-food brands favored by Generation Z are often associated with indirect support for Israel's actions against Palestine, prompting socially conscious Gen Z individuals to engage in boycotts. Social pressure and information shared on social media significantly influence these actions. This study aims to explore the role of social media in shaping boycott intentions and decisions among Indonesian Generation Z consumers, focusing on fast-food products associated with pro-Israel sentiments, using the Theory of Planned Behavior (TPB). The TPB framework includes attitude, subjective norms, and perceived behavioral control as primary factors influencing intention, which help explain decisions involving moral and ethical considerations. Furthermore, brand loyalty is included as a moderating variable that may strengthen or weaken the relationship between intention and decision to boycott. Data were collected through a quantitative survey of Generation Z respondents who met the criteria of being (1) university students in Surabaya, (2) fast-food consumers, and (3) social media users. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The findings indicate that social media alone is insufficient as a factor influencing the intention to boycott. However, social media plays a critical role in raising awareness of attitudes, behaviors, and social norms that support the intention to boycott. Additionally, Generation Z's intention to boycott is more likely influenced by personal beliefs rather than external opinions. This explains the moderating role of brand loyalty in the relationship between intention and decision to boycott. Furthermore, a strong intention to boycott significantly increases the likelihood of actual boycotting actions against fast-food products perceived as pro-Israel by Generation Z. This study provides new insights into the role of social media, the application of the Theory of Planned Behavior (TPB), and brand loyalty, which business practitioners can leverage to refine their communication strategies with young consumers in the context of the digital era and global issues.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Boikot, Brand Loyalty, Generasi Z, Konflik Israel-Palestina, Makanan Cepat Saji, Social Media, Theory of Planned Behaviour, Boycott, Brand Loyalty, Fast-food, Generation Z, Israel-Palestine Conflict, Social Media, Theory of Planned Behaviour
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Azzahra Maulina
Date Deposited:	31 Jul 2025 08:58
Last Modified:	31 Jul 2025 08:58
URI:	http://repository.its.ac.id/id/eprint/125162

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