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Pengaruh Gerakan Media Sosial Dan Partisipasi Boikot Terhadap Minat Beli Melalui Perilaku Konsumen Pada Produk Starbucks Oleh Masyarakat Kota Pekanbaru

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, but also the values embraced by companies and the social impact of their business decisions. Through the dissemination of information and calls for boycotts on various social media platforms, such as Instagram and X, the public, especially tech-savvy millennials and Gen Z, are increasingly using their purchasing power as a form of solidarity and advocacy for social change. This study aims to analyze the influence of social media movements and boycott participation on purchasing interest through consumer behavior towards Starbucks Coffee products by the people of Pekanbaru City. The population in this study was the people of Pekanbaru City aged 17-56 years who were active social media users and knew the Starbucks Coffee brand. This study used a quantitative approach with sampling conducted using purposive sampling techniques. The number of samples in this study was 153 respondents. The analysis method used in this study is Structural Equation Modeling – Partial Least Square (SEM-PLS). The results of this study show that there is a positive and significant effect of the variables of Social Media Movement and Boycott Participation on Purchase Interest through Consumer Behavior, but there is no effect of the Social Media Movement variable on Purchase Interest.
Keywords: Social Media Movement, Boycott Participation, Consumer Behavior, Purchase Interest
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Ketersediaan
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Perpustakaan Universitas Riau 2102113819
2102113819
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2102113819
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2102113819
Tipe Isi
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Tipe Media
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Tipe Pembawa
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Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
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Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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