PENGARUH MOTIVASI BOIKOT TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN YANG TERAFILIASI DENGAN ISRAEL PADA MASYARAKAT BANJARMASIN

Aida Nazwa Purwanti; Dicky Listin Quarta; Fikrie Fikrie

doi:10.51878/paedagogy.v5i3.6781

Authors

Aida Nazwa Purwanti Program Studi Psikologi, Fakultas Psikologi, Universitas Muhammadiyah Banjarmasin
Dicky Listin Quarta Program Studi Psikologi, Fakultas Psikologi, Universitas Muhammadiyah Banjarmasin
Fikrie Fikrie Program Studi Psikologi, Fakultas Psikologi, Universitas Muhammadiyah Banjarmasin

DOI:

https://doi.org/10.51878/paedagogy.v5i3.6781

Keywords:

Motivasi Boikot, Keputusan Pembelian, Perilaku Konsumen

Abstract

The Israel–Hamas conflict in October 2023 triggered a global boycott movement against products affiliated with Israel. This phenomenon also influenced consumer behavior in Indonesia, particularly in Banjarmasin. The present study aims to examine the effect of boycott motivation on purchasing decisions of food products associated with Israel, such as McDonald’s, KFC, and Starbucks. A quantitative correlational method was employed with 270 respondents selected using purposive sampling. Data were collected through the Boycott Motivation Scale and the Purchasing Decision Scale, and analyzed using simple linear regression. The findings indicate that boycott motivation has a significant positive effect on purchasing decisions (? = 0.588, p < 0.001) with a contribution of 4.5% (R² = 0.045). Although statistically significant, the influence is relatively low, suggesting a gap between moral motivation or solidarity and actual consumer behavior. These results imply that enhancing critical consumer awareness is essential so that boycott motivation driven by values and solidarity can be consistently reflected in purchasing decisions.

ABSTRAK

Konflik Israel–Hamas yang terjadi pada Oktober 2023 memicu munculnya gelombang boikot global terhadap berbagai produk yang dianggap memiliki keterkaitan dengan Israel. Fenomena ini turut berpengaruh pada pola konsumsi masyarakat di Indonesia, termasuk di Kota Banjarmasin. Penelitian ini bertujuan untuk menganalisis pengaruh motivasi boikot terhadap keputusan pembelian produk makanan cepat saji yang diasosiasikan dengan Israel, seperti McDonald’s, KFC, dan Starbucks. Penelitian menggunakan metode kuantitatif dengan desain korelasional. Sebanyak 270 responden dipilih melalui teknik purposive sampling untuk mengisi instrumen berupa Skala Motivasi Boikot dan Skala Keputusan Pembelian. Data yang diperoleh dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa motivasi boikot berpengaruh positif signifikan terhadap keputusan pembelian (? = 0.588, p < 0.001) dengan kontribusi sebesar 4,5% (R² = 0.045). Meskipun pengaruhnya signifikan, kontribusi yang relatif kecil mengindikasikan adanya kesenjangan antara motivasi moral atau nilai solidaritas dengan praktik nyata dalam perilaku konsumsi. Temuan ini memberikan implikasi penting bahwa upaya peningkatan kesadaran kritis konsumen perlu diperkuat agar motivasi boikot tidak hanya berhenti pada ranah sikap, tetapi juga konsisten tercermin dalam keputusan pembelian sehari-hari.

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