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Ana Fitriana Poerana
Universitas Singaperbangsa Karawang
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Journal Publicuho

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RESPON KONSUMEN STARBUCKS INDONESIA TERHADAP ISU BOIKOT BRAND TERAFILIASI ISRAEL: (Studi Deskriptif Kualitatif Pada Starbucks Coffee) Ilham Jaelani; Fajar Hariyanto; Ana Fitriana Poerana
Journal Publicuho Vol. 8 No. 4 (2025): November - January - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v8i4.976

Abstract

This study aims to examine the responses of Starbucks Indonesia consumers to the boycott issue involving brands affiliated with Israel. The boycott emerged as a form of solidarity with the humanitarian conflict in Palestine and sparked public debate regarding ethical consumption and loyalty to global brands. This research uses a descriptive qualitative approach, involving eight informants who are active Starbucks consumers in Indonesia. Data were collected through in-depth interviews, observation, and document studies, and analysed using thematic methods. The findings show that consumer responses fall into three main categories: (1) consumers who remain loyal due to considerations of product quality and lifestyle; (2) consumers who take a neutral stance by occasionally purchasing while also supporting local products; and (3) consumers who refuse to buy as a form of social and religious concern. These findings indicate that consumer decisions regarding boycott issues are influenced by individual perceptions, social values, and emotional attachment to the brand. This study is expected to contribute to consumer behaviour research, particularly in the context of socio-political issues that affect preferences toward global brands.
Co-Authors Abidin, Zainal. Ahmad, Hanna Fauziah Aji Leksmana Amelia, Chintia Putri Aminuyati Anisa, Tiya Arifin, Ahmad Nur Arindawati, Weni Adityasning Ariq Merdiansyah Ayunda Camelia Bevani, Friscilla Naldia Budhiharti, Tri Widya Catharine, Femy Maria Celvin Moniaga Sipahutar Dede Mulyana Sidik Fermana Dedy Hermawan Defrika, Azzahra Puspa Dianing Pratiwi Dinda Maria Dwi Ismi Noviyanti Eka Yusup Euis Atika Fajar Hariyanto Farizal Taufiqqurahman Fernindy Intan Putri Firdaus Yuni Dharta Ghina Tasya Salsabila Hannibal Putri, Pihanka Ratu Hazizah, Lutffieah Husein, Shahreen Ilham Jaelani Jihan Akhidatussolihah Khoirunnisa, Hasna Khoirunnisa, Zakiyah Kusumaningrum, Rastri Laila Afrilia Riyadi Leonardo, Julio Lubis, Fardiah Oktariani Lubis, Flori Mardiani Luluatu Nayiroh Made Panji Teguh Santoso Maheswari, Dita Meisya Maria, Dinda Maulana Rifai Maulana Syamsul Hidayat Mayasari Mayasari Mayasari Mayasari Mayasari Mayasari Mayasari, Mayasari Mega Rahmawati, Mega Misdiana, Raihan Muhammad Alif Agisa Muhammad Ramdhani Muhammad Ramdhani Muhammad Ramdhani, Muhammad Muslimah, Tikka Novita Sari, Anadea Nurhayati Nurhayati Nurkinan Nurkinan, Nurkinan nurkinan, nurkinan OKY OXCYGENTRI Prameswara, Ryan Pratama, Alif Fajar Putri, Dessy Zaira Safitri Putri, Suryaningtyas Khasanah Racmadhany, Dhea Amandha Rahayu, Maretha Nadya Rahma Wati, Siti Ramadhan, Fikry Azis Ria Listianingrum Rifai, Maulana Risma Risma, Risma Risti, Hanna Alaedha Sal Shadila Nurfaddilah Saputra, Waway Sopian sopian Syafiqah, Nuraini Syahla Zera Prasetyo Tayo, Yanti Teguh, Made Panji Tivani Yuliastika Tri Susanto Utami, Intan Medina Utamidewi, Wahyu Weni A. Arindawati Weni Adityasning Arindawati Ysfania Ysfania Yusup, Eka Zahra Sabila Zaina, Amira Zainal Abidin Zainal Abidin Zainal Abidin ZK Abdurahman Baizal Zulhani, Hilda