Article Sidebar

Download
PDF

Main Article Content

Abstract

Penelitian ini dilakukan untuk menganalisis pengaruh Boycott Participation dan Electronic Word of Mouth (e-WOM) terhadap Purchase Decision dengan Brand Image berperan sebagai variabel mediasi pada pelanggan McDonald’s di Indonesia. Latar belakang penelitian ini didorong oleh meningkatnya gerakan boikot yang muncul akibat isu geopolitik, yang kemudian menyebar melalui media sosial dan memengaruhi persepsi serta perilaku konsumen terhadap merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Data diperoleh melalui kuesioner dengan skala Likert yang diberikan kepada 150 responden yang mengetahui informasi mengenai boikot McDonald’s dan pernah membaca ulasan mengenai McDonald’s di media online. Pengambilan sampel dilakukan menggunakan teknik purposive sampling, sedangkan analisis data dilakukan dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Boycott Participation tidak berpengaruh signifikan terhadap Brand Image dan Purchase Decision. Sebaliknya, Electronic Word of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Brand Image dan Purchase Decision. Brand Image juga berpengaruh positif dan signifikan terhadap Purchase Decision. Selain itu, Brand Image tidak mampu memediasi pengaruh Boycott Participation terhadap Purchase Decision, sedangkan Brand Image mampu memediasi pengaruh Electronic Word of Mouth (e-WOM) terhadap Purchase Decision. Temuan ini menunjukkan bahwa e-WOM memiliki peran yang lebih kuat dalam membentuk Brand Image dan memengaruhi Purchase Decision pelanggan McDonald’s di Indonesia. Hasil penelitian ini memberikan implikasi bahwa pengelolaan komunikasi digital dan e-WOM positif menjadi aspek penting bagi perusahaan dalam mempertahankan citra merek dan mendorong keputusan pembelian konsumen.

Keywords

Boycott Participation Electronic Word of Mouth Purchase Decision Brand Image

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Chu & Kim. (2011). Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM) in Social Networking Sites. International Journal of Advertising, 47–75.
  2. Friedman, M. (1985). Consumer Boycotts: Effecting Change Through the Marketplace and the Media. Routledge.
  3. Hair, Joseph F, Hult G. Tomas M, Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
  4. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In Source: Journal of Marketing (Vol. 57, Number 1).
  5. Khoirotun Hisan, AzzaliaGusnadi, Fahril Akmal, Alisha Nadine Aurelia, & Syti Sarah Maesaro. (2024). Dampak Gerakan Boikot Pada Produk McDonald’s Indonesia Melalui Analisis Citra Merek, Loyalitas Konsumen, dan Minat Beli. INNOVATIVE: Journal Of Social Science Research, 4 Nomor 3, 19150–19163.
  6. Klein, J. G. S. N. C. J. A. (2004). Why We Boycott: Consumer Motivations for Boycott Participation. Journal of Marketing, 68(3), 92–109.
  7. Kotler, P. K. K. L. (2016). Marketing Management (15th ed.). Pearson.
  8. Kyroglou, G., & Henn, M. (2022). On Measuring Political Consumerism: An Exploratory Study Among Young People in the UK and in Greece. Social Indicators Research, 163(3), 1191–1220. https://doi.org/10.1007/s11205-022-02931-8
  9. Lasarov et al. (2023). Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time. Journal of Business Ethics, 182(4), 1129–1154. https://doi.org/10.1007/s10551-021-04997-9
  10. Liu, X., Wu, X., & Ye, Q. (2022). Joint Effect of Different Dimensions of eWOM on Product Sales. Information (Switzerland), 13(7). https://doi.org/10.3390/info13070311
  11. Nurul Azizah, Enjeliska Randa, Nurainun Rahmawati Syafar, & Misviyanti J. Middeleyin. (2025). Analisis Citra Merek Sebagai Mediator Pengaruh Gerakan Media Sosial dan Partisipasi Boikot terhadap Minat Beli Produk KFC di Kalangan Gen Z (1997–2012) Indonesia. PENG: Jurnal Ekonomi Dan Manajemen, 2(3), 3518–3541. https://doi.org/10.62710/ptgqp608
  12. Park, N., & Kim, Y. (2020). The Impact of Social Networks and Privacy on Electronic Word-of-Mouth in Facebook: Exploring Gender Differences. In International Journal of Communication (Vol. 14). http://ijoc.org.
  13. Reuters. (2024). McDonald’s did not congratulate Israeli military over Gaza killings.
  14. Singh, N., Yu, J., Ariza-Montes, A., & Han, H. (2023a). Exploring the impact of functional, symbolic, and experiential image on approach behaviors among state-park tourists from India, Korea, and the USA. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-01527-y
  15. Singh, N., Yu, J., Ariza-Montes, A., & Han, H. (2023b). Exploring the impact of functional, symbolic, and experiential image on approach behaviors among state-park tourists from India, Korea, and the USA. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-01527-y
  16. Yubo Chen, & Jinhong Xie. (2008). nline Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 477–491.
  17. Zhai, L., Yin, P., Li, C., Wang, J., & Yang, M. (2022). Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’ Purchase Intention: The Moderating Role of Involvement. Sustainability (Switzerland), 14(15). https://doi.org/10.3390/su14159522
  18. Ziiqbal et al. (2024). Pengaruh Gerakan Media Sosial dan Partisipasi Boikot Terhadap Minat Beli Produk McDonald’s di Kalangan Mahasiswa Surabaya. www.portal-islam.id