PENGARUH ANIMOSITY, PRODUCT JUDGEMENT DAN BOYCOTT PARTICIPATION TERHADAP PURCHASE UNWILLINGNESS PRODUK PRO-ISRAEL (STUDI KASUS GENERASI Z DI DKI JAKARTA)

ULFATUNNISA, . (2025) PENGARUH ANIMOSITY, PRODUCT JUDGEMENT DAN BOYCOTT PARTICIPATION TERHADAP PURCHASE UNWILLINGNESS PRODUK PRO-ISRAEL (STUDI KASUS GENERASI Z DI DKI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh animosity, product judgement, dan boycott participation terhadap purchase unwillingness terhadap produk pro-Israel pada generasi z di DKI Jakarta. Metode yang digunakan adalah kuantitatif dengan pendekatan survei. Populasi dalam penelitian ini adalah generasi z yang berdomisili di DKI Jakarta dan pernah mengonsumsi produk Starbucks. Teknik pengambilan sampel yang digunakan purposive sampling, dengan jumlah 150 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) yang diolah menggunakan software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa animosity berpengaruh positif dan signifikan terhadap boycott participation dan purchase unwillingness, namun tidak berpengaruh terhadap product judgement. Selanjutnya, boycott participation berpengaruh signifikan terhadap purchase unwillingness, namun tidak berpengaruh terhadap product judgement. Selain itu, boycott particpation terbukti memediasi pengaruh animosity terhadap purchase unwillingness, sedangkan product judgement tidak memediasi hubungan tersebut. Penelitian ini memberikan kontribusi terhadap strategi pemasaran yang mempertimbangkan nilai sosial. Kata Kunci: Animosity; Boycott Participation; Product Judgement; Purchase Unwillingness ***** This study aims to examine the influence of animosity, product judgment, and boycott participation on purchase unwillingness toward pro-Israel products among Generation Z in DKI Jakarta. The research employed a quantitative method with a survey approach. The population consisted of Generation Z individuals residing in DKI Jakarta who had previously consumed Starbucks products. A purposive sampling technique was used to select 150 respondents. Data were collected through questionnaires using a Likert scale. The data analysis was conducted using Structural Equation Modeling (SEM) with SPSS and AMOS software. The results indicate that animosity has a positive and significant effect on both boycott participation and purchase unwillingness but does not affect product judgment. Furthermore, boycott participation significantly influences purchase unwillingness, whereas product judgment does not. Additionally, boycott participation is proven to mediate the effect of animosity on purchase unwillingness, while product judgment does not serve as a mediator. This study contributes to marketing strategies that incorporate social values. Keywords: Animosity; Boycott Participation; Product Judgement; Purchase Unwillingness.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dita Puruwita, S.Pd., M.Si., Ph.D 2) Nadya Fadillah Fidhyallah, S.Pd., M.Pd
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ulfatunnisa .
Date Deposited:	11 Aug 2025 02:31
Last Modified:	11 Aug 2025 02:31
URI:	http://repository.unj.ac.id/id/eprint/59361

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