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Analisa Motivasi Boikot (Boycott Motivation) Terhadap Produk Mc Donald Di Surakarta Pasca Serangan Israel Ke Palestina
(1) Universitas Dharma AUB Surakarta
(2) Universitas Dharma AUB Surakarta
(*) Corresponding Author
Abstract
Serangan Israel ke Palestina berdampak pada ekonomi secara global, produk yang berafiliasi Yahudi yang dianggap sebagai produk Israel banyak diboikot di banyak negara sehingga menyebabkan kerugian yang sangat besar dan fenomena boikot tersebut juga marak di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh religiosity, consumer animosity, consumer ethnocentris terhadap boycott motivation produk McDonald. Teori consumer ethnocentris digunakan dalam penelitian ini. Sebanyak 109 responden digunakan dalam penelitian ini dengan menggunakan Structural equation Model (SEM) Temuan utama dari penelitian ini adalah religiosity, consumer animosity, berpengaruh positif terhadap consumer ethnocentris dan terhadap boycott motivation produk McDonald
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DOI: https://doi.org/10.36587/exc.v10i2.1582
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