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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ryan Mawendy
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Impact Of Consumer Boycotts on Brand Loyalty and Market Positioning: Insights From Pro-Israel Product Boycotts in Singkawang City, Indonesia Ryan Mawendy; Mentari Rachmaniaz Rizki; Nur Afifah; Wenny Pebrianti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7441

Abstract

This study investigates the impact of consumer boycotts on brand loyalty and market positioning, focusing on pro-Israel product boycotts in Singkawang City, Indonesia. Using a mixed-methods approach, combining quantitative surveys and qualitative interviews, we examine consumer participation in the boycott, its influence on brand loyalty, and the responses of targeted brands. Our findings reveal a significant relationship between boycott participation and decreased loyalty towards boycotted brands, with varying degrees of switching behavior observed. Furthermore, the study highlights the role of socio-cultural factors in shaping consumer responses to boycotts. The research provides valuable insights for brand managers seeking to navigate the challenges of consumer activism and maintain brand loyalty in diverse cultural contexts. Policy implications include the need for brands to engage in transparent communication and demonstrate ethical sourcing practices to mitigate the negative impacts of boycotts.
Co-Authors Mentari Rachmaniaz Rizki Nur Afifah Wenny Pebrianti