Qotrunnada, Qotrunnada (2025) PENGARUH CONSUMER ANIMOSITY, RELIGIOSITAS, DAN GERAKAN BOIKOT DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK FAST FOOD PRO-ISRAEL DENGAN INTENSI BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Generasi Z di Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The ongoing Israel–Palestine geopolitical conflict has sparked boycott movements against products perceived as pro-Israel, including several fast-food brands. Gen Z, as socially and religiously aware digital natives, is particularly responsive to such issues. This study aims to examine the influence of consumer animosity, religiosity, and social media-driven boycott campaigns on purchase decisions toward pro-Israel fast food products, with purchase intention as a mediating variable. A quantitative descriptive approach was employed using a Likert-scale questionnaire. Results show that consumer animosity has no significant effect on purchase intention (T = 0.891 ≤ 1.96; p = 0.373 ≥ 0.05) or purchase decision (T = 1.264 ≤ 1.96; p = 0.206 ≥ 0.05). Similarly, religiosity does not significantly affect purchase intention (T = 0.816 ≤ 1.96; p = 0.415 ≥ 0.05) but significantly influences purchase decision. In contrast, social media boycott campaigns significantly affect both purchase intention and decision. Purchase intention only mediates the influence of boycott campaigns, not consumer animosity or religiosity. These findings offer insights for marketing strategies and social campaigns that address consumer awareness and boycott behavior.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Konflik geopolitik yang terus berlangsung antara Israel dan Palestina telah memicu gerakan boikot terhadap produk-produk yang dianggap pro-Israel, termasuk beberapa merek makanan cepat saji. Generasi Z sebagai generasi digital yang memiliki kesadaran tinggi terhadap isu sosial dan religius, menunjukkan respons yang kuat terhadap isu-isu tersebut. Penelitian ini bertujuan untuk mengkaji pengaruh consumer animosity, religiusitas, dan kampanye boikot di media sosial terhadap keputusan pembelian produk fast food pro-Israel, dengan intensi beli sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif deskriptif melalui penyebaran kuesioner dengan skala likert. Hasil penelitian menunjukkan bahwa consumer animosity tidak berpengaruh signifikan terhadap intensi beli (T = 0,891 ≤ 1,96; p = 0,373 ≥ 0,05) maupun keputusan pembelian (T = 1,264 ≤ 1,96; p = 0,206 ≥ 0,05). Demikian pula, religiusitas tidak berpengaruh signifikan terhadap intensi beli (T = 0,816 ≤ 1,96; p = 0,415 ≥ 0,05), namun berpengaruh signifikan terhadap keputusan pembelian. Sebaliknya, kampanye boikot di media sosial berpengaruh signifikan terhadap intensi beli maupun keputusan pembelian. Intensi beli hanya memediasi pengaruh kampanye boikot, bukan consumer animosity maupun religiusitas. Temuan ini memberikan wawasan penting bagi strategi pemasaran dan kampanye sosial yang berkaitan dengan kesadaran konsumen dan perilaku boikot. | |||||||||
| Uncontrolled Keywords: | Consumer Animosity, Religiosity, Boycott Movement in Social Media, Purchase Intent, Purchasing Decision. Consumer Animosity, Religiositas, Gerakan Boikot di Media Sosial, Keputusan Pembelian, Intensi Beli | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Qotrun Nada Qotrunnada | |||||||||
| Date Deposited: | 02 Sep 2025 03:55 | |||||||||
| Last Modified: | 02 Sep 2025 03:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53098 |
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