PENGARUH PURCHASE ATTITUDE, RELIGIOUSITY, DAN SOCIAL MEDIA INFORMATION TERHADAP PURCHASE DECISION DENGAN MEDIASI PURCHASE INTENTION (STUDI KASUS : BOIKOT PRODUK FnB TERAFILIASI ISRAEL)

FANDA HANIF AL MA'IDAH, 1012110018 (2025) PENGARUH PURCHASE ATTITUDE, RELIGIOUSITY, DAN SOCIAL MEDIA INFORMATION TERHADAP PURCHASE DECISION DENGAN MEDIASI PURCHASE INTENTION (STUDI KASUS : BOIKOT PRODUK FnB TERAFILIASI ISRAEL). Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Purchase Attitude, Religiousity, dan Social Media Information terhadap Purchase Decision dengan Purchase Intention sebagai variabel mediasi dalam konteks boikot produk Food and Beverage (FnB) yang terafiliasi dengan Israel. Penelitian ini menggunakan metode kuantitatif dengan pendekatan kausal dan pengumpulan data melalui kuesioner online menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa Purchase Attitude, Religiousity, dan Social Media Information memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Selain itu, Purchase Intention terbukti memediasi secara parsial pengaruh ketiga variabel tersebut terhadap Purchase Decision. Penelitian ini menyimpulkan bahwa sikap, tingkat religiusitas, dan informasi dari media sosial secara bersama-sama membentuk niat dan keputusan konsumen dalam melakukan aksi boikot terhadap produk FnB yang terafiliasi dengan isu sosial dan kemanusiaan.

Item Type: Thesis (Undergraduate)
Additional Information: Softfile/KK.25/UISI-01/MG
Uncontrolled Keywords: Sikap Pembelian, Religiusitas, Informasi Media Sosial, Niat Pembelian, Keputusan Pembelian, Boikot, FnB.
Contributors:
ContributionNameEmail
Thesis advisorMarisya Mahdia Khoirina, S.M., M.M.marisya.khoirina@uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Department of Management
Depositing User: FANDA HANIF AL MAIDAH
Date Deposited: 30 Jul 2025 14:07
Last Modified: 30 Jul 2025 14:07
URI: https://repository.uisi.ac.id/id/eprint/7780

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