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All Journal Jurnal Ilmu Dasar Biotropika Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Masyarakat Waradin Manajemen Kreatif Jurnal Jurnal Ekonomi Manajemen Akuntansi Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Riset Ilmu Manajemen Bisnis dan Akuntansi Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Pusat Publikasi Ilmu Manajemen Journal of Islamic Economics and Finance Jurnal Pengabdian Masyarakat Nasional Jurnal Manajemen Bisnis Era Digital Jurnal Manajemen Kewirausahaan dan Teknologi Global Leadership Organizational Research in Management Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Purwatiningsih Purwatiningsih
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Immunology & microbiology Mathematics Social Sciences Other

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Journal : Jurnal Manajemen Kewirausahaan dan Teknologi

 1 
Pengaruh Loyalitas dan Citra Merek terhadap Keputusan Pembelian Produk Unilever Pasca Boikot di Jakarta Selatan Muna Salsabila; Purwatiningsih Purwatiningsih
Jurnal Manajemen Kewirausahaan dan Teknologi Vol. 2 No. 3 (2025): September: Jurnal Manajemen Kewirausahaan dan Teknologi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumaket.v2i3.811

Abstract

Marketing management has a strategic role in maintaining the sustainability of the company, especially in the midst of market dynamics and social issues that affect consumer behavior. One of the issues that had an impact was the Boycott, Divestment, and Sanctions (BDS) movement against products that were associated with supporting Israel, including PT Unilever Indonesia Tbk. This study aims to analyze the influence of loyalty and brand image on Unilever product purchase decisions after the boycott in the South Jakarta area. The research method used was quantitative statistics with a survey approach of 100 respondents. Data collection techniques include observation, interviews, and questionnaires. The results of the analysis showed that consumer loyalty had a significant effect on purchasing decisions (Thcal = 3.538 > Ttable = 1.984; sig = 0.001 < 0.05). Brand image also showed significant influence (Thcal = 4.032 > Ttable = 1.984; sig = 0.000 < 0.05). Simultaneously, both variables had a significant effect on purchasing decisions (Fcal = 63.849 > Ftable = 3.09; sig = 0.000). A determination coefficient value (R²) of 0.568 indicates that loyalty and brand image together influence 56.8% of consumer purchase decisions. These findings provide important implications for the company's marketing strategy in responding to social issues and maintaining consumer trust through strengthening loyalty and brand image.
Co-Authors Adi Rahmawan Afridayani Afridayani Aisyah Nur Iman Dwi Putri Al Habib Muzakki Alan Budi Kusuma Aldyas Az-Zahra Desi Marlina Dhelvia Devitha Shalihah Dhuha Safria Elis Yusnia Elmira Siska Endah Finatariani Erlina, Eka Kartikasari Eva Fitriani Aritonang Farah Alya Nadilah Frida Aprillia Gatot Kusiyanto Hadyati Harras Haliza Nur Ramadina Hany Octafiany Hari Purnomo Hasanudin Hasanudin Holifatun Fatonah Intan Nur Hovifa Irdham Hawari Iwan Iwan Jaka Saputra Junia Rahmawatiara Kahar Muzakhar Marce Anggun Lestari Mariana, Juwita Maulidya Edelweis Melisa Melisa Missella Anugrah Widia Muna Salsabila Nadya Farhana Nandha Puspita Putri Dhiva Wulandari Qonita Rachmadani Rahmat Ardiansyah Rani Rani Ratih Setyo Rini Rini Septiowati Rini Utami Safitri, Finka Silvia Sari Sopyan Sopyan Suciati Muanifah Suripto Suripto Tira Sri Yulistiani Yusman Oktavian