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Dampak Persepsi Pentingnya Isu Sosial Dan Publikasi Negatif Terhadap Dugaan Dukungan Starbucks Terhadap Israel Dalam Konflik Gaza Terhadap Keputusan Pembelian Pelanggan Di Manado

Year: 2025

Type: article

Abstract: This study examines how the perceived importance of social issues and negative publicity regarding Starbucks' alleged support for Israel in the Gaza conflict affect customer purchase decisions in Manado, Indonesia. A quantitative approach was used, with 100 respondents selected via stratified random sampling. The results show that while the perceived importance of social issues does not significantly impact purchase decisions, negative publicity has a strong and significant influence. Moreover, the combined effect of these factors significantly affects consumer behavior. These findings emphasize the power of negative publicity in shaping purchasing decisions, particularly in contexts involving politically sensitive issues. The study provides insights for businesses on how social and political narratives can influence consumer choices in emerging markets.

Source: Juremi Jurnal Riset Ekonomi

DOI: 10.53625/juremi.v4i5.9973

Authors: Edward T. B. Kamoda, Lawren J. Rumokoy, Ferdinand J. Tumewu, Maya P. Warouw

Institution: Sam Ratulangi University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Peace, justice, and strong institutions

Open Access status: diamond

OpenAlex ID: W7084675946

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