Boycott Appeals and Local Purchase Intentions: The Role of Campaign Intensity in Indonesia’s Consumer Behavior

Ricky Angga Ariska (Universitas Wijaya Kusuma Surabaya)
Fadilla Purwitasari (Universitas Wijaya Kusuma Surabaya)
Evianah Evianah (Universitas Wijaya Kusuma Surabaya)

International Journal of Management Science and Information Technology (IJMSIT)
Vol. 6 No. 1 (2026): January - June 2026

This study employs a quantitative, cross-sectional explanatory design to assess whether boycott appeals against Israel-affiliated products translate into interest in purchasing local products in Indonesia. Data were collected through an online, closed-ended Likert-scale survey distributed via Google Forms using snowball sampling among adult consumers aware of boycott campaigns. The model was estimated using partial least squares structural equation modeling (PLS-SEM) with reliability/validity assessment and bootstrapping (5,000 resamples). Results indicate that boycott campaign intensity does not significantly predict boycott intention or buy-local interest, while attitudes and subjective norms increase boycott intention but do not strengthen buy-local interest (attitude shows a negative direct effect). Animosity significantly increases both boycott intention and buy-local interest, whereas boycott intention does not significantly predict buy-local interest and does not mediate antecedent effects. The findings imply that effective “buy local” outcomes require credible moral-emotional framing and accessible substitutes beyond exposure-driven campaigning.