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THE INFLUENCE OF ATTITUDE TOWARDS TIKTOK CONTENT OF #BOYCOTTSTARBUCKS AND SUBJECTIVE NORMS BOYCOTT PRODUCT PROISRAEL TOWARDS PURCHASE INTENTION OF STARBUCKS INDONESIA

Alvitalakhsmi, Dea (2024) THE INFLUENCE OF ATTITUDE TOWARDS TIKTOK CONTENT OF #BOYCOTTSTARBUCKS AND SUBJECTIVE NORMS BOYCOTT PRODUCT PROISRAEL TOWARDS PURCHASE INTENTION OF STARBUCKS INDONESIA. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The boycott movement among social media users has even spread massively to countries around
the world including Indonesia with the tag #BDSMovement that has become the headline news.
The movement began on October 10, 2023, exactly two days after Israel committed genocide
against the Palestinians. Starbucks consumers in Indonesia were quite shocked due to the actions
of Starbucks management who sued the labor union. Starbucks Workers United in early October
2023 initially expressed solidarity with Palestinians for the genocide committed by Israel. This
study was conducted with the aim of determining the effect of attitude towards TikTok content
#boycottstarbucks and subjective norms boycott product pro-Israel towards purchase intentions
Starbucks Indonesia. The theory in this study is based on Theory of Reasoned Action (TRA) The
study was conducted involving 100 respondents who met the population criteria, namely; male
and female, aged at least 17 years, and active users of the TikTok application. The results of the
hypothesis test were carried out using simple linear regression analysis, indicating a negative effect
of attitude towards TikTok content #boycottstarbucks and subjective norms boycott product proIsrael towards purchase intentions Starbucks Indonesia. This is based on the significance results
obtained, which are 0.000 <0.05. This study is in line with the Theory of Reasoned Action which
assumes that attitude and subjective norms influence intentions. In this study, the higher the
attitude towards TikTok content #boycottstarbucks and subjective norms boycott product proIsrael, the lower the purchase intentions of Starbucks Indonesia.
Keyword: Attitude, Subjective Norms, Boycott Starbucks, Purchase Intention, TikTok
203 KOM 2024

Item Type: Thesis (Undergraduate)
Subjects: Social Science and Political Science
Divisions: Faculty of Social and Political Sciences > Department of Communication
Depositing User: diana nirwani
Date Deposited: 23 Dec 2024 08:22
Last Modified: 23 Dec 2024 08:22
URI: https://eprints2.undip.ac.id/id/eprint/28339

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