Pengaruh Paparan Media Sosial, Loyalitas Dan Konformitas Terhadap Keputusan Pembeli Produk Mcdonald’s Pasca Boikot
Haris Herdiansyah(1*), Siska Safitri Safitri(2), Lidya Alviona Handayani(3), Elvira Nur Eka Wibowo(4), Muhamad Alrafi Jatmiko(5),
(1) President University
(2) President University
(3) President University
(4) President University
(5) President University
(*) Corresponding Author
Abstract
Penelitian Kuantitatif berjenis Kausal-Komparatif ini bertujuan untuk menganalisis pengaruh variabel paparan media sosial, loyalitas, dan konformitas terhadap keputusan pembeli produk McDonald's setelah aksi boikot terhadap produk-produk terkait Israel di Indonesia. Boikot ini mencerminkan respons masyarakat Indonesia terhadap konflik Israel-Palestina, menyoroti pengaruh kompleks budaya dan agama dalam membentuk preferensi konsumen. Sebanyak 160 orang responden umum teribat dalam studi ini dengan menggunakan sample acak. Empat skala digunakan sebagai instrumen ukur yakni skala paparan media sosial, skala loyalitas, skala konformitas, dan skala pengambilan keputusan. Uji hipotesis menggunakan Uji regresi berganda dengan bantuan software SPSS. Hasil studi ini menemukan bahwa paparan media sosial, loyalitas, dan konformitas memiliki pengaruh signifikan baik secara parsial maupun simultan terhadap keputusan pembelian. Temuan ini menekankan pentingnya manajemen isu dan komunikasi krisis yang efektif bagi perusahaan dalam menghadapi tekanan eksternal yang dapat mempengaruhi reputasi dan stabilitas ekonomi mereka.
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DOI: https://doi.org/10.30998/g.v4i1.2873
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