DOI: https://doi.org/10.14710/empati.2025.51665

ALL EYES ON RAFAH: UNDERSTANDING THE INDONESIAN BOYCOTT MOVEMENT THROUGH THE LENS OF PARASOCIAL RELATIONSHIPS WITH SOCIAL MEDIA INFLUENCERS

Universitas Indonesia, Indonesia

Available online: 30 Aug 2025; Published: 29 Sep 2025.

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Abstract

Penelitian ini mengeksplorasi bagaimana hubungan parasosial dengan influencer media sosial membentuk niat konsumen untuk melakukan boikot terhadap produk yang terkait dengan konflik Palestina-Israel. Dengan mengacu pada Reasoned Action Approach dan teori emotional contagion, studi ini menempatkan interaksi parasosial sebagai kekuatan potensial dalam menggerakkan konsumerisme politik digital. Tujuan penelitian adalah untuk menguji apakah perasaan permusuhan memediasi pengaruh hubungan parasosial terhadap niat boikot. Menggunakan metode kuantitatif, data dikumpulkan dari 169 partisipan dan dianalisis dengan Structural Equation Modeling (SEM). Penelitian ini mengukur sejumlah konstruk utama seperti identifikasi diri, interaksi imajiner, sikap, permusuhan, dan niat boikot. Hasil menunjukkan bahwa hubungan parasosial memengaruhi niat boikot melalui dua jalur: secara langsung dari hubungan parasosial ke niat boikot, dan secara tidak langsung melalui mediasi perasaan permusuhan terhadap Israel. Temuan ini mengungkap mekanisme psikologis di balik bagaimana hubungan yang dimediasi dengan influencer dapat mendorong tindakan politik di dunia nyata. Studi ini menekankan peran penting keterikatan emosional dalam mendorong perilaku konsumsi politik dan memberikan wawasan baru mengenai bagaimana keterlibatan daring dapat mendorong aksi kolektif dalam masyarakat digital masa kini.

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Language : EN
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