PENGARUH RELIGIUSITAS DAN KELOMPOK ACUAN TERHADAP NIAT PEMBELIAN KEMBALI DI TENGAH AKSI BOIKOT
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i2.p04Keywords:
boycott; reference group; religiosity; repurchaseAbstract
Penelitian ini membahas fenomena global terkait gerakan BDS (Boikot, Divestasi, dan Sanksi) terhadap Israel, dengan fokus pada perilaku konsumen Indonesia dalam konteks boikot produk Unilever. Tujuan penelitian ini adalah untuk menganalisis pengaruh religiosity (religiusitas) dan reference group (kelompok referensi) terhadap repurchase (keputusan pembelian kembali). Penelitian ini menggunakan metode kuantitatif dengan pendekatan regresi linier berganda, yang diolah melalui program SPSS versi 17. Variabel independen dalam penelitian ini terdiri dari religiusitas (X1) dan kelompok referensi (X2), sedangkan variabel dependen adalah keputusan pembelian kembali (Y). Hasil penelitian menunjukkan bahwa kedua variabel bebas memiliki pengaruh signifikan terhadap repurchase (keputusan pembelian kembali). Hipotesis pertama (H1), yang menyatakan bahwa religiusitas berpengaruh dalam mencegah konsumen melakukan pembelian kembali produk Unilever, terbukti dengan nilai signifikansi 0,006. Hipotesis kedua (H2), yang menyatakan bahwa kelompok referensi berpengaruh dalam mencegah repurchase, juga terbukti dengan nilai signifikansi 0,001. Selain itu, nilai koefisien determinasi (R²) sebesar 0,548 menunjukkan bahwa 54,8 persen variasi keputusan repurchase dapat dijelaskan oleh kedua variabel tersebut, sementara 45,2 persen sisanya dipengaruhi oleh faktor lain di luar model. Temuan ini menegaskan pentingnya faktor religius dan sosial dalam membentuk perilaku konsumen dalam isu boikot.
This study examines the global phenomenon of the BDS (Boycott, Divestment, and Sanctions) movement against Israel, focusing on Indonesian consumer behavior, particularly in the boycott of Unilever products. The purpose of this research is to analyze the influence of religiosity and reference groups on repurchase decisions. A quantitative method was employed using multiple linear regression analysis, processed with SPSS version 17. The independent variables include religiosity (X1) and reference group (X2), while the dependent variable is repurchase behavior (Y). The results indicate that both religiosity and reference groups have a significant impact on consumers’ decisions not to repurchase. The first hypothesis (H1), stating that religiosity significantly influences the avoidance of repurchasing Unilever products, is supported with a significance value of 0.006. The second hypothesis (H2), which asserts that reference groups play a significant role in discouraging repurchase, is also supported with a significance value of 0.001. Additionally, the coefficient of determination (R²) of 0.548 shows that 54.8 percent of the variation in repurchase decisions is explained by these two variables, while 45.2 percent is influenced by other external factors. These findings highlight the role of religious beliefs and social influences in shaping consumer responses within boycott movements.
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