BAIRUNY, RAIHAN (2025) PENGARUH KAMPANYE BOIKOT PRODUK PRO ISRAEL TERHADAP PERILAKU PEMBELIAN REMAJA DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the influence of the boycott campaign against pro-Israel products on the purchasing behavior of teenagers in West Jakarta. The boycott campaign, widely disseminated through social media platforms such as TikTok and Instagram, has become a massive social movement in response to the Israel–Palestine conflict. Teenagers were chosen as the research subjects because they are active social media users and belong to an age group undergoing the formation of identity, values, and consumer behavior. This research adopts a quantitative approach using a survey method. Data was collected through questionnaires distributed to 400 teenage respondents aged 15–24 in the West Jakarta area. The data analysis involved validity and reliability tests, normality test, simple linear regression analysis, t-test, F-test, and coefficient of determination. The results show that the boycott campaign has a significant influence on teenagers' purchasing behavior, with a coefficient of determination of 65.8%. This indicates that the boycott campaign explains 65.8% of the change in purchasing behavior, while the remaining 34.2% is influenced by other factors. Campaign messages delivered persuasively through social media are proven effective in influencing teenagers' purchasing decisions regarding products associated with support for Israel. Keywords: Boycott Campaign, Purchasing Behavior, Teenagers, Social Media, Israel-Palestine. Penelitian ini bertujuan untuk mengetahui pengaruh kampanye boikot produk pro-Israel terhadap perilaku pembelian remaja di Jakarta Barat. Kampanye boikot, yang banyak disebarluaskan melalui media sosial seperti TikTok dan Instagram, menjadi gerakan sosial yang masif sebagai respons terhadap konflik Israel-Palestina. Remaja dipilih sebagai subjek penelitian karena mereka merupakan pengguna aktif media sosial sekaligus kelompok usia yang sedang membentuk identitas, nilai, dan perilaku konsumtif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 400 responden remaja berusia 15–24 tahun di wilayah Jakarta Barat. Analisis data dilakukan menggunakan uji validitas, reliabilitas, uji normalitas, regresi linear sederhana, uji t, uji f, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kampanye boikot memiliki pengaruh signifikan terhadap perilaku pembelian remaja, dengan nilai koefisien determinasi sebesar 65,8%. Artinya, kampanye boikot mampu menjelaskan perubahan perilaku pembelian sebesar 65,8%, sementara sisanya dipengaruhi oleh faktor lain. Pesan kampanye yang disampaikan secara persuasif melalui media sosial terbukti efektif dalam memengaruhi keputusan pembelian remaja terhadap produk-produk yang diasosiasikan dengan dukungan terhadap Israel. Kata Kunci: Kampanye Boikot, Perilaku Pembelian, Remaja, Media Sosial, IsraelPalestina.
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