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All Journal SYNERGY: Jurnal Bisnis dan Manajemen GEMAH RIPAH: Jurnal Bisnis
Krisdamaiyanti Hia
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
ANALISIS TINGKAT PENGANGGURAN DAN INFLASI TERHADAP TINGKAT KEMISKINAN DI SUMATERA UTARA Etri Br Kaban; Aulia Ramadhani; Enzi Anatasia Br Sembiring; Salamah Tumangger; Krisdamaiyanti Hia; Lokot Muda Harahap
ECONOMOS Vol 6 No 01 (2026): EKONOMI DAN BISNIS
Publisher : KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN (COMMUNITY OF RESEARCH LABORATORY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69957/grjb.v6i01.2720

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh tingkat pengangguran dan inflasi terhadap tingkat kemiskinan di Provinsi Sumatera Utara. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan memanfaatkan data sekunder dari Badan Pusat Statistik (BPS), Bank Indonesia, serta berbagai literatur ilmiah terkait. Hasil kajian menunjukkan bahwa tingkat pengangguran dan inflasi memiliki hubungan positif terhadap peningkatan kemiskinan. Tingginya pengangguran menyebabkan penurunan pendapatan masyarakat, sedangkan inflasi menurunkan daya beli, khususnya bagi kelompok berpendapatan rendah. Secara simultan, kedua variabel tersebut berkontribusi signifikan dalam mempengaruhi tingkat kemiskinan. Oleh karena itu, diperlukan kebijakan ekonomi yang terintegrasi melalui penciptaan lapangan kerja dan pengendalian inflasi guna menekan angka kemiskinan di Sumatera Utara.
Co-Authors Aulia Ramadhani Enzi Anatasia Br Sembiring Etri Br Kaban Lokot Muda Harahap Maysri Handayani Putri Sinaga Meiriza, Mica Siar Nazwa Aulia Putri Rey Septanislaus Togatorop Salamah Tumangger