THE INFLUENCE OF CONSUMER ANIMOSITY, ELECTRONIC WORD OF MOUTH, AND PERCEIVED EFFICACY ON PURCHASE DECISIONS DURING THE MCDONALD’S BOYCOTT IN INDONESIA

Yusuf Wibowo, Prof. Drs. B.M. Purwanto, M.B.A., Ph.D.

2025 | Skripsi | MANAJEMEN

Boikot yang didorong oleh faktor politik menimbulkan masalah signifikan bagi perusahaan multinasional karena dapat berkembang dengan cepat dan memengaruhi kinjerja keuangan perusahaan. Meskipun penelitian sebelumnya telah meneliti permusuhan konsumen, getok tular elektronik, dan persepsi efektivitas secara terpisah, informasi mengenai bagaimana ketiga faktor tersebut berinteraksi dalam memengaruhi keputusan pembelian pada situasi boikot masih terbatas. Penelitian ini bertujuan untuk menyelidiki pengaruh langsung permusuhan konsumer, getok tular elektronik dan persepsi efektivitas terhadap keputusan pembelian konsumen selama boikot McDonald’s di indonesia yang terjadi pada saat konflik Israel-Palestina tahun 2023. Data dari 143 responden Indonesia berusia 18 hingga 44 tahun yang mengetahui gerakan boikot tersebut. Data dianalisa menggunakan regresi logistik biner untuk menentukan potensi prediktif dari masing – masing variabel. Hasil menunjukkan bahwa permusuhan konsumer dan persepsi efektivitas berpengaruh positif signifikan terhadap keputusan menghentikan pembelian, sedangkan getok tular elektronik tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa faktor psikologis dan emosional merupakan prediktor yang lebih kuat terhadap perilaku boikot dibandingkan wacana daring semata. Penelitian ini memberikan panduan praktis bagi perusahaan makanan cepat saji untuk mengelola sentimen konsumen serta kontribusi teoritis bagi literatur perilaku konsumer dalam konteks yang sensitif secara politik.

Politically driven boycotts present significant problems for multinational companies, as they can quickly develop and have an influence on their financial performance. Although earlier studies investigated consumer animosity, electronic word of mouth (eWOM), and perceived efficacy separately, there is limited information on how these interact to influence purchasing decisions in boycott scenarios. The purpose of this study is to investigate the direct impacts of consumer animosity, eWOM, and perceived efficacy on consumer purchasing decisions during the McDonald’s boycott in Indonesia, which occurred during the 2023 Israel-Palestine conflict. A quantitative research approach was used using purposive sampling to collect data from 143 Indonesian respondents aged 18 to 44 who were aware of the boycott movement. Data were assessed using binary logistic regression to establish each variable’s predictive potential. The findings indicate that consumer animosity and perceived efficacy have a considerable positive influence on the risk of consumers discontinuing purchases, whereas eWOM has no statistically significant effect. These findings demonstrate that psychological and emotional elements are more effective predictors of boycott behavior than online discourse alone. The research provides practical guidance for fast-food companies on how to manage consumer sentiments, as well as theoretical additions to the consumer behavior literature in politically sensitive circumstances.

Kata Kunci : Consumer animosity, electronic word of mouth, perceived efficacy, purchase decision, boycott behavior.