CD Skripsi

The Impact Of Media Exposure And Consumer Awareness On Purchase Decisions For Mcdonald's Amid Boycott Movements In Pekanbaru

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ABSTRACT
This study examines the influence of media exposure and consumer awareness on purchasing decisions at McDonald's Pekanbaru, Indonesia, in the context of a boycott movement faced by McDonald's due to alleged ties with Israel. The research aims to analyze how media exposure, consumer awareness, and the boycott movement—both directly and indirectly—affect consumer awareness and purchasing decisions at McDonald's. A quantitative approach was used, collecting primary data from 146 respondents in Pekanbaru through purposive sampling. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method.
The results indicate that media exposure and the boycott movement significantly and positively influence short-term purchasing decisions. However, their actual impact is indirect, mediated by consumer awareness. Increased media exposure and boycott activities raise awareness, which then substantially reduces purchase volume as consumers become more informed and adjust their behavior according to ethical values. All hypothesized relationships between variables are positive and significant. Although media exposure and the boycott increase purchases driven by brand preference, the long-term effect is a reduction in purchases by raising consumer awareness, leading to ethically driven purchasing choices.
Keywords: Media Exposure, Consumer Awareness, Purchase Decision, Boycott
Movements, McDonald’s

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102125005

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102125005

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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