Open Journal Systems

Analysis of the Impact of Pro-Israel Boycotts on McDonald's Purchase Decisions in Semarang

Aisyah Zahabiyyah

Abstract

The Israel-Palestine conflict has triggered a boycott movement targeting products perceived to support Israel, including McDonald’s. As a prominent fast-food brand, McDonald’s has become a boycott target in Indonesia, particularly in Semarang City. This issue gained further traction following MUI Fatwa No. 83 of 2023, which calls on Muslims to avoid Israeli-affiliated products. Consequently, it is crucial to examine the factors influencing purchasing decisions for McDonald’s amidst this boycott movement.This study investigates the impact of the pro-Israel product boycott on McDonald’s purchasing decisions in Semarang City. Additionally, it explores the role of price and evaluates Islamic consumption ethics and conformity as moderating variables. Using a quantitative approach, the study employs Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. Data was gathered from 140 Muslim respondents in Semarang City who have purchased McDonald’s products through a structured questionnaire. The findings indicate that the boycott movement significantly and negatively affects purchasing decisions for McDonald’s. Similarly, price has a significant negative impact. Moreover, Islamic consumption ethics amplify the negative influence of the boycott movement on purchasing decisions, acting as a significant moderating variable. However, conformity does not have a significant moderating effect.

Keywords

Boycott Movement; Islamic Consumption Ethics; Conformity; Purchasing Decisions; McDonald’s

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DOI: 10.21043/equilibrium.v13i2.33614