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All Journal SYNERGY: Jurnal Bisnis dan Manajemen Jurnal Simki Economic
Maysri Handayani Putri Sinaga
Universitas Negeri Medan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand Image Influence on UNIMED Students Purchasing Decisions During Boycott Mica Siar Meiriza; Rey Septanislaus Togatorop; Maysri Handayani Putri Sinaga; Nazwa Aulia Putri; Krisdamaiyanti Hia
SYNERGY: Jurnal Bisnis dan Manajemen Vol 5, No 1 (2025)
Publisher : Pelantar Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52364/synergy.v5i1.53

Abstract

This study examines the influence of brand image on consumer purchasing decisions at McDonald's during the boycott period caused by the Israeli-Palestinian conflict. The boycott movement reflects a combination of cultural, ethical, and religious considerations influencing consumer behavior. The research focused on Medan State University students, utilizing a quantitative approach with a survey method. Data were collected from 100 respondents through an online questionnaire and analyzed using simple linear regression. The findings reveal that brand image significantly and positively impacts purchasing decisions, accounting for 61.2% of the variance. Despite the boycott, McDonald's strong brand image helped sustain consumer loyalty, emphasizing the importance of brand perception in mitigating external pressures. However, regional variations and other factors such as peer influence and personal ethics also play a role in shaping consumer behavior. This study highlights the resilience of brand image during socio-political crises but also exposes the limitations of boycott campaigns targeting well-established global brands. The results underscore the need for culturally specific strategies by activists and proactive crisis management by corporations. Future research should explore additional variables influencing consumer decisions to provide a more comprehensive understanding of these dynamics
Dampak Tingkat Pendidikan terhadap Kemiskinan di Sumatera Utara Tahun 2017-2021 Rey Septanislaus Togatorop; Maysri Handayani Putri Sinaga; Nazwa Aulia Putri; Roihanah Hafifah; Azra Lena Nuraina
Jurnal Simki Economic Vol 7 No 2 (2024): Volume 7 Nomor 2 Tahun 2024
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v7i2.660

Abstract

This research aims to investigate the relationship between education level and poverty level in North Sumatra during the 2017-2021 period. The data used was sourced from the Central Statistics Agency (BPS) and analyzed using the linear regression method via the Statistical Package for the Social Sciences (SPSS) software. The research sample includes secondary data that records education levels and poverty levels in North Sumatra. The results of the analysis show that there is a significant relationship between the level of education and the level of poverty in the region.
Co-Authors Azra Lena Nuraina Krisdamaiyanti Hia Meiriza, Mica Siar Nazwa Aulia Putri Rey Septanislaus Togatorop Roihanah Hafifah