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All Journal Jurnal Pijar : Studi Manajemen dan Bisnis
Chindagafika, Aydinarafa Nabila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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BOYCOTT EFFECTIVENESS: THE DYNAMICS OF CONSUMER PREFERENCES Chindagafika, Aydinarafa Nabila; Febrianti, Gevin Nadila
Jurnal Pijar Vol 3 No 1 (2024): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v3i1.1579

Abstract

Boycotts against multinational companies considered affiliated with Israel such as Unilever have attracted the attention of Indonesians who are consumers of these companies. This study aims to analyze the effectiveness of the boycott on consumer preferences and decisions in choosing substitute products. This study uses quantitative methods, the data is analyzed using paired sample t-test and multiple linear regression. The results showed that consumers' perception of Unilever decreased significantly after the boycott (p < 0.05). In addition, consumers' concern about the boycott was shown to have a significant effect on the decision to choose a substitute product (p < 0.05). This study shows that boycotts can affect consumer preferences for purchasing products and consumer concern also affects purchasing decisions
Co-Authors Febrianti, Gevin Nadila