EJURNALILMIAHEJURNALILMIAH

Al-Sharf: Jurnal Ekonomi IslamAl-Sharf: Jurnal Ekonomi Islam

This study aims to analyze the influence of attitude toward behavior, subjective norms, perceived behavioral control, and Fatwa MUI No. 83 of 2023 on the boycott intention of Generation Z Muslims in Semarang City toward Unilever products. Data were collected through an offline survey involving 110 respondents and analyzed using multiple regression. The results indicate that all four variables significantly affect the intention to boycott. This study also reinforces the validity of the TPB within the context of boycott behavior and provides practical implications for multinational companies, particularly Unilever, to be more responsive to social and religious issues in order to maintain consumer loyalty amid sensitive geopolitical circumstances.

This study confirms the consistency of the Theory of Planned Behavior (TPB) in predicting boycott intention, with attitude, subjective norms, and perceived behavioral control all significantly influencing Generation Z Muslims in Semarang.The study highlights the significant role of MUI Fatwa No.83 of 2023 as a form of religious legitimacy guiding consumer behavior.The findings suggest that Unilever needs to demonstrate greater social and religious sensitivity to maintain consumer trust amidst evolving geopolitical dynamics.

Penelitian lebih lanjut dapat dilakukan untuk mengeksplorasi secara mendalam bagaimana intensitas keyakinan agama memoderasi hubungan antara norma subjektif dan niat boikot, mengingat pentingnya agama dalam pengambilan keputusan konsumsi Muslim. Selain itu, studi kualitatif, seperti wawancara mendalam dengan konsumen Muslim Gen Z, dapat memberikan wawasan yang lebih kaya tentang proses pengambilan keputusan mereka saat mempertimbangkan boikot, termasuk faktor emosional dan nilai-nilai yang mendasari. Terakhir, penelitian longitudinal dapat dilakukan untuk melacak perubahan niat boikot dari waktu ke waktu, terutama dalam menanggapi perkembangan geopolitik dan respons perusahaan terhadap isu-isu sosial, sehingga memberikan pemahaman yang lebih komprehensif tentang dinamika perilaku konsumen dalam konteks boikot.

  1. Kajian ritel modern berdasarkan analisis space syntax di Kota Semarang | Adriyanto | Region : Jurnal... doi.org/10.20961/region.v17i2.33780Kajian ritel modern berdasarkan analisis space syntax di Kota Semarang Adriyanto Region Jurnal doi 10 20961 region v17i2 33780
  2. Unilever brand share price decline in Indonesia due to brand boycott action related to the israeli-palestinian... jurnal.iicet.org/index.php/jppi/article/view/3804Unilever brand share price decline in Indonesia due to brand boycott action related to the israeli palestinian jurnal iicet index php jppi article view 3804
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