RAHMA, SYIFA AMIRA (2025) PENGARUH BRAND IMAGE TERHADAPMINAT BELI PADA MCDONALD'S SAAT BOIKOT PRO ISRAEL (Survey Pada Followers Instagram @mcdonaldsid Pada Periode Juni 2024 - Januari 2025). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
McDonald's is a fast food restaurant that has long been established in Indonesia since 1991. However, in 2023 McDonald's was affiliated as an Israeli product and raised pros and cons in the midst of the Palestine-Israel conflict. This also caused a stir on social media, one of which was Instagram. The purpose of this study is to determine and explain how McDonald's purchasing interest is influenced by brand image during the pro-Israel boycott. By using a survey study method, a quantitative approach, and an explanation type, the study uses a positivistic paradigm. The study population consisted of 100 respondents with a sampling error of 5% and Instagram followers @mcdonaldsid. Non-probability sampling, often known as using non-probability sampling, is a method of taking samples that deviate from the rules of mathematical probability. The Stimulus Organism Response (SOR) hypothesis is applied through existing studies. The results of this analysis indicate that the brand image aspect has a probability as a whole, so it can be concluded from these results that the Brand Image variable (X) has an impact on the McDonald's Purchase Interest (Y) aspect during the pro-Israel campaign. This is because the T-test value in this analysis is 9.644> t table 1.984. Keywords: Brand Image, Purchase Intention, McDonald's, Boycott, Marketing Communication McDonalds merupakan restoran cepat saji yang telah lama berdiri di Indonesia sejak tahun 1991. Namun pada tahun 2023 McDonald’s terafiliasi sebagai produk Israel dan memunculkan pro kontra ditengah-tengah konflik Palestine – Israel. Hal ini membuat gempar juga di sosial media salah satunya Instagram. Tujuan dari penelitian ini yakni untuk memastikan dan menjelaskan bagaimana minat pembelian McDonald's dipengaruhi oleh citra merek selama boikot pro-Israel. Dengan memakai cara kajian survei, pendekatan kuantitatif, serta tipe penjelasan, kajian memakai menggunakan paradigma positivistik. Populasi penelitian terdiri dari 100 responden dengan kesalahan pengambilan sampel 5% dan pengikut Instagram @mcdonaldsid. Pengambilan sampel non-probabilitas, yang sering dikenal sebagai memakai sampel non probabilitas, yakni metode diambilnya contoh dimaan menyimpang dari aturan probabilitas matematis. Hipotesis Stimulus Organism Response (SOR) diterapkan melalui kajian yang ada. Perolehan analisis ini menanakan dimana aspek brand image adanya probabilitas secara menyeluruh, sehingga dapat disimpulkan dari hasil tersebut dimana variabel Citra Merek (X) mempunyai dampak pada aspek Minat Beli (Y) McDonald's pada masa kampanye pro Israel. Hal ini dikarenakan nilai uji T pada analisis ini sebesar 9,644 > t tabel 1,984. Kata Kunci : Brand Image, Minat Pembelian, McDonalds, Boikot, Komunikasi Pemasaran
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