Pengaruh Gerakan Media Sosial Dan Partisipasi Boikot Terhadap Minat Beli Mela…

ABSTRACT The rise in social and political awareness among the public, particularly following the escalation of the Israeli-Palestinian conflict in 2023, which triggered a global BDS (Boycott, Divestment, Sanctions) movement, including in Indonesia. This phenomenon has become increasingly relevant as consumer behavior shifts, with consumers now considering not only product quality and price, bu…