Electronic Resource

Analisis Pengaruh Nilai Religiusitas, Literasi Halal, dan Pengetahuan Produk terhadap Keputusan Boikot Produk McDonald's: Studi Kasus Konsumen Muslim Jabodetabek

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Objective: This study aims to analyze the influence of religiosity, halal literacy,
and product knowledge on the decision of Muslim consumers in the
JABODETABEK region to boycott McDonald's products. The research is
motivated by the increasing awareness among Muslim consumers of global issues,
such as the Israel-Palestine conflict, which affect their consumption decisions.
Method: The study employs a quantitative approach with a survey method. Data
were collected from 200 Muslim respondents aged 17 and above in the
JABODETABEK area using purposive sampling. The data collection instrument
was a questionnaire, and data analysis was conducted using multiple linear
regression to test the effects of independent variables (religiosity, halal literacy,
and product knowledge) on the dependent variable (boycott decision).
Results/Findings: The study found that religiosity and halal literacy significantly
influence the decision to boycott McDonald's products among Muslim consumers.
In contrast, product knowledge did not show a significant effect on the decision.
These findings indicate that boycott decisions are more influenced by religious
values and understanding of halal concepts, while product knowledge is not a
major factor in the boycott decision-making process.

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Availability

Detail Information

Series Title

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Call Number

REF 297.39 SHO a

Publisher

Bogor : IAI Tazkia., 2024

Collation

ES

Language

Indonesia

ISBN/ISSN

NIM.S.2210103030

Classification

297.39

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

religiosity
Product Knowledge
Halal Literacy
Boycott Decision
Muslim Consumers

Specific Detail Info

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Statement of Responsibility

Intan Chartinia Sholehah

Other version/related

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