Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui mengetahui pengaruh attitudes, subjective norms dan perceived behavioural control terhadap boycott intention yang dimoderasi oleh materialism/post-materialism pada fast food di Kota Banda Aceh. Populasi dalam penelitian ini adalah konsumen yang di Banda Aceh yang pernah membeli produk-produk makanan cepat saji yang diduga pro-Israel (seperti, McDonald’s, KFC, PizzaHut). Sampel terpilih sebanyak 250 sampel. Selanjutnya data dianalisis menggunakan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa Attitudes (X1) berpengaruh positif signifikan terhadap niat boikot dengan koefisien 0,050 dan p = 0,040, menunjukkan bahwa sikap positif individu dapat meningkatkan niat mereka untuk berpartisipasi dalam boikot, meskipun pengaruhnya tergolong kecil. Subjective norm (X2) menunjukkan pengaruh yang kuat terhadap niat boikot, dengan koefisien 0,224 dan p = 0,001, menegaskan pentingnya dukungan dari lingkungan sosial, seperti teman dan keluarga. Perceived behavioural control (X3) memiliki pengaruh paling signifikan, dengan koefisien 0,427 dan p = 0,000, yang menunjukkan bahwa individu yang merasa memiliki kontrol atas tindakan mereka cenderung lebih mungkin untuk berpartisipasi dalam boikot. Selain itu, materialisme/post materialism (Z) juga berpengaruh signifikan dengan koefisien 0,488 dan p = 0,000, di mana individu dengan nilai materialis yang lebih rendah cenderung lebih berboikot, mencerminkan bahwa nilai-nilai non-material mendukung tindakan tersebut. Interaksi antara attitudes dan materialisme (X1*z) (koefisien 0,312, p = 0,001), subjective norm dan materialisme (X2*z) (koefisien 0,320), serta perceived behavioural control dan materialisme (X3*z) (koefisien 0,336) menunjukkan bahwa materialisme dapat memperkuat pengaruh ketiga faktor tersebut terhadap niat boikot.

Kata Kunci : attitudes, subjective norms, perceived behavioural control, boycott intention

This study aims to determine the effect of attitudes, subjective norms and perceived behavioral control on boycott intention moderated by materialism / post-materialism on fast food in Banda Aceh City. The population in this study were consumers in Banda Aceh who had bought fast food products suspected of being pro-Israel (such as McDonald's, KFC, PizzaHut). The selected sample was 250 samples. Furthermore, the data were analyzed using Moderated Regression Analysis (MRA). The results showed that Attitudes (X1) had a significant positive effect on boycott intention with a coefficient of 0.050 and p = 0.040, indicating that individuals' positive attitudes can increase their intention to participate in a boycott, although the effect is relatively small. Subjective norm (X2) shows a strong influence on boycott intention, with a coefficient of 0.224 and p = 0.001, confirming the importance of support from the social environment, such as friends and family. Perceived behavioral control (X3) had the most significant influence, with a coefficient of 0.427 and p = 0.000, indicating that individuals who feel they have control over their actions are more likely to participate in a boycott. In addition, materialism/post materialism (Z) also has a significant effect with a coefficient of 0.488 and p = 0.000, where individuals with lower materialist values tend to boycott more, reflecting that non-material values support the action. The interaction between attitudes and materialism (X1*z) (coefficient 0.312, p = 0.001), subjective norm and materialism (X2*z) (coefficient 0.320), and perceived behavioral control and materialism (X3*z) (coefficient 0.336) shows that materialism can strengthen the influence of these three factors on boycott intention. Keywords: attitudes, subjective norms, perceived behavioral control, boycott intention