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All Journal Interaksi Online
Mouren Ghina Deswita
Prodi S1 Ilmu Komunikasi
Library & Information Science Social Sciences

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STUDI PERILAKU KONSUMEN: FAKTOR INTERNAL DAN TEKANAN SOSIAL TERHADAP MINAT BELI MEREK GLOBAL SENSITIF Mouren Ghina Deswita; Nurist Surayya Ulfa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This research investigates the impact of consumer resentment, brand image perception, social influence, and consumer attitude on the willingness to buy boycott-targeted global brands within Indonesia's food and beverage sector. The analysis captures the post-boycott cool-down period, characterized by declining public emotional intensity alongside unrecovered purchasing levels. Utilizing an online survey of 200 Indonesian Generation Z respondents, data were processed via multiple linear regression using SPSS. Simultaneous testing confirms that all four determinants significantly dictate buying propensity. Individually, however, only social influence exerts a significant effect. These insights demonstrate that interpersonal pressure from the immediate environment serves as the primary driver suppressing consumer buying willingness toward brands linked to international humanitarian crises.
Co-Authors Nurist Surayya Ulfa