A Survey Study on the Effect of Exposure to Boycott Messages on Consumer Perception and Consumer Animosity in the Context of Starbucks’ Affiliation with Israel

Zahra Khairunisa Mandala, Massageng Widagdhaprasana, S.I.P., MMktgComs

2025 | Skripsi | Ilmu Komunikasi

Penelitian ini mengeksplorasi pengaruh gerakan boikot yang digerakkan oleh media sosial terhadap sikap konsumen, dengan menggunakan Starbucks di Indonesia sebagai studi kasus di tengah konflik Israel-Palestina. Menyusul gugatan Starbucks terhadap serikat pekerja atas postingan pro-Palestina, kampanye #BoycottStarbucks menyebar luas. Sebuah survei kuantitatif dilakukan terhadap 403 responden Indonesia berusia 20-30 tahun untuk menguji hubungan antara aktivasi pesan boikot, sikap konsumen, dan persepsi konsumen. Analisis statistik, termasuk regresi dan uji Sobel, digunakan. Hasil penelitian menunjukkan bahwa aktivasi pesan boikot secara signifikan mempengaruhi persepsi konsumen, sementara Animositas Konsumen tidak secara signifikan memediasi hubungan ini. Tingkat permusuhan, etnosentrisme, dan religiusitas yang tinggi ditemukan mempengaruhi perilaku boikot. Masalah ketidaknormalan dan heteroskedastisitas dalam data diakui, yang berpotensi disebabkan oleh ketidakseimbangan demografis dan bias keinginan sosial. Temuan ini menyoroti bagaimana nilai-nilai sosial-politik dapat lebih penting daripada Animositas Konsumen dalam membentuk sikap konsumen, memberikan wawasan tentang perilaku konsumen di pasar yang dipengaruhi oleh agama.

This study explores the influence of social media-driven boycott movements on consumer attitudes toward Consumer Animosity, using Starbucks in Indonesia as a case study amid the Israeli-Palestinian conflict. Following Starbucks’ lawsuit against workers’ union over a pro-Palestinian post, the #BoycottStarbucks campaign spread widely. A quantitative survey was conducted with 403 Indonesian respondents aged 20-30 to examine the relationship between boycott message activation, Consumer Animosity, and consumer perception. Statistical analyses, including regression and Sobel tests, were used. Results show that boycott message activation significantly affects consumer perception, while Consumer Animosity does not significantly mediate this relationship. High levels of animosity, ethnocentrism, and religiosity were found to influence boycott behaviour. Issues of non-normality and heteroscedasticity in the data were acknowledged, potentially due to demographic imbalance and social desirability bias. The findings highlight how sociopolitical values can outweigh Consumer Animosity in shaping consumer attitudes, offering insights into consumer behaviour in religiously influenced markets.

Kata Kunci : Consumer Boycott; Consumer Animosity; Boycott; Consumer Perception; Starbucks