Hubungan Antara Aksi Boikot Mcdonald’s Dengan Keputusan Pembelian Di Kota Bandung

Abstract

Abstract. The repeated Israeli attacks on Hamas militants, Palestine, in early October 2023, became a turning point for the Boycott, Divestment, Sanctions (BDS) Movement worldwide. Increasing consumer awareness of social and environmental issues supports boycotts of large companies such as McDonald's. Based on this phenomenon, the problems in this study are formulated as follows: (1) Is there a relationship between the McDonald's boycott and purchasing decisions in Bandung City? (2) Is there a relationship between the McDonald's boycott and transactional decisions in Bandung City? (3) Is there a relationship between the McDonald's boycott and referential decisions in Bandung City? (4) Is there a relationship between the McDonald's boycott and preferential decisions in Bandung City? (5) Is there a relationship between the McDonald's boycott and exploratory decisions in Bandung City?. The approach used is a quantitative method with a survey technique through a questionnaire distributed to 100 McDonald's respondents in Bandung City. The theory used in this study is the Theory of Consumer Behavior. The results of the study indicate a relationship between Boycott Action and Purchasing Decisions, both in transactional, referential, preferential, and exploratory aspects.

Keywords: Relationship, Boycott, Buying Decision, McDonald's.

Abstrak. Serangan Israel bertubi-tubi terhadap Militan Hamas, Palestina, pada awal Oktober 2023, menjadi titik balik Gerakan Boikot, Divestasi, Sanksi (BDS) di seluruh dunia. Meningkatnya kesadaran konsumen terhadap masalah sosial dan lingkungan mendukung aksi boikot terhadap perusahaan besar seperti McDonald's. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Apakah terdapat hubungan antara aksi boikot McDonald's dengan keputusan pembelian di Kota Bandung? (2) Apakah terdapat hubungan antara aksi boikot McDonald's dengan keputusan transaksional di Kota Bandung? (3) Apakah terdapat hubungan antara aksi boikot McDonald's dengan keputusan referensial di Kota Bandung? (4) Apakah terdapat hubungan antara aksi boikot McDonald's dengan keputusan preferensial di Kota Bandung? (5) Apakah terdapat hubungan antara aksi boikot McDonald's dengan keputusan eksploratif di Kota Bandung?. Pendekatan yang digunakan adalah metode kuantitatif dengan teknik survei melalui kuesioner yang dibagikan kepada konsumen 100 responden McDonald's di Kota Bandung. Teori yang digunakan dalam penelitian ini adalah Teori Perilaku Konsumen. Hasil penelitian menunjukkan adanya hubungan antara Aksi Boikot dengan Keputusan Pembelian, baik dalam aspek transaksional, referensial, preferensial, maupun eksploratif.

Kata Kunci: Hubungan, Aksi Boikot, Keputusan Pembelian, McDonald’s.