Pengaruh Gerakan Boikot Terhadap Asosiasi Merek Yang Mendukung Israel Dan Loyalitas Konsumen: Studi Kasus Perusahaan di Indonesia
DOI:
https://doi.org/10.556442/eabmij.v6i2.724Keywords:
asosiasi merek, gerakan boikot, Israel, Palestina, loyalitas konsumenAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh gerakan boikot terhadap asosiasi merek dan loyalitas konsumen produk-produk perusahaam yang terkait dengan dukungan terhadap Israel pasca serangan Israel ke Palestina pada 7 Oktober 2023. Penelitian ini dianalisis menggunakan metode deskripsi statistik, analisis korelasi, dan regresi logistik. Berdasarkan data survei terhadap 105 responden di berbagai kota di Indonesia, penelitian ini menemukan bahwa kesadaran dan pengetahuan konsumen mengenai serangan Israel ke Palestina serta dukungan terhadap Palestina, berperan penting dalam mempengaruhi brand association dan loyalitas konsumen produk-produk perusahaan yang terasosiasi dan mendukung Israel.
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