Analisis Deskriptif Brand Switching dan Purchase Intention Dampak Pemboikotan Merek Terkait dengan Peristiwa di Gaza

Authors

  • Sabilla Saberina Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Informatika dan Bisnis Indonesia

DOI:

https://doi.org/10.37278/eprofit.v6i1.840

Keywords:

Purchase intention, Brand switching, Israel

Abstract

Latar belakang penelitian adalah meningkatnya kepedulian konsumen terhadap isu-isu politik dan sosial, termasuk dukungan terhadap boikot terhadap merek tertentu. Tujuan studi ini adalah untuk menganalisis hubungan antara brand switching, niat beli, dan boikot merek terkait Perang yang terjadi di Gaza. Pendekatan kuantitatif digunakan dalam penelitian yang lebih lanjut digunakan juga jensis pendekatan dalam penelitian ini dengan menggunakan metode survei. Kemudian adapun data kumpulkan dan susun berdasarkan dengan pengalaman yang diobservasi merek-merek terkait Israel. Analisis deskriptif dilakukan untuk mengidentifikasi pola perilaku konsumen. Hasil penelitian menunjukkan bahwa ada kecenderungan konsumen untuk beralih ke merek alternatif yang tidak terafiliasi dengan Israel. Selain itu, niat beli konsumen terhadap merek-merek yang terafiliasi dengan Israel menurun secara signifikan. Implikasi dari penelitian ini adalah pentingnya pemahaman tentang perilaku konsumen dalam konteks isu-isu politik dan sosial. Studi ini juga menunjukkan dampak potensial dari boikot terhadap merek-merek tertentu. Kontribusi utama penelitian ini adalah memberikan wawasan tentang hubungan antara Brand Switching, Purchase Intention, dan boikot terkait isu politik, serta implikasinya bagi merek-merek yang terafiliasi dengan Israel.

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Published

2024-04-30

How to Cite

Saberina, S. (2024). Analisis Deskriptif Brand Switching dan Purchase Intention Dampak Pemboikotan Merek Terkait dengan Peristiwa di Gaza. Economics Professional in Action (E-Profit), 6(1), 89–96. https://doi.org/10.37278/eprofit.v6i1.840

Issue

Vol. 6 No. 1 (2024): Economic Professional in Action (E-PROFIT)

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Articles

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Copyright (c) 2024 Sabilla Saberina

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