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Abstract
Introduction
The recent escalation of the conflict between Israel and Palestine triggered a global solidarity movement, including Boycott campaigns against products affiliated with Israel.
Objectives
This study aims to analyze the determinants of digitalization's influence on online boycott product buying behavior among Muslim communities in Jabodetabek (Jakarta–Bogor–Depok–Tangerang—Bekasi), the Jakarta Metropolitan Area, or Greater Jakarta.
Method
This study's hypothesis is that social media, religiosity, subjective norms, behavioral control, and attitude have a positive and significant influence on boycotting behavior. It used an online survey with a randomly selected sample of 100 respondents. To test the hypothesis, it used structural equation modeling (SEM) with partial least squares (PLS).
Results
The results show that social media and religiosity have a positive and significant influence on boycotting attitudes, while subjective norms and behavioral control do not have a significant influence on boycotting attitudes. Boycotting attitude also has a positive and significant influence on buying behavior. The R-square value of the model is 0.763, which means that the independent variables can explain 76.3% of the variability of buying behavior.
Implications
This study also provides implications for marketers and policymakers to understand the factors influencing the attitude and behavior of boycotting products affiliated with Israel among Muslim communities in Jabodetabek.
Originality/Novelty
This study contributes to the literature on consumer behavior, especially in the context of boycotting products related to political and religious issues.
Article Details
Copyright (c) 2024 Muhyiddin Syarif, Sebastian Herman
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