THE INFLUENCE OF ATTITUDE TOWARDS TIKTOK CONTENT OF #BPYCOTTSTARBUCKS AND SUBJECTIVE NORMS BOYCOTT PRODUCT PRO-ISRAEL TOWARDS PURCHASE INTENTION OF STARBUCKS INDONESIA

Abstract

The boycott movement among social media users has even spread massively to countries around the world including Indonesia with the tag #BDSMovement that has become the headline news. The movement began on October 10, 2023, exactly two days after Israel committed genocide against the Palestinians. Starbucks consumers in Indonesia were quite shocked due to the actions of Starbucks management who sued the labor union. Starbucks Workers United in early October 2023 initially expressed solidarity with Palestinians for the genocide committed by Israel. This study was conducted with the aim of determining the effect of attitude towards TikTok content #boycottstarbucks and subjective norms boycott product pro-Israel towards purchase intentions Starbucks Indonesia. The theory in this study is based on Theory of Reasoned Acction (TRA). The study was conducted involving 100 respondents who met the population criteria, namely; male and female, aged at least 17 years, and active users of the TikTok application. The results of the hypothesis test were carried out using simple linear regression analysis, indicating a negative effect of attitude towards TikTok content #boycottstarbucks and subjective norms boycott product pro-Israel towards purchase intentions Starbucks Indonesia. This is based on the significance results obtained, which are 0.000 <0.05. This study is in line with the Theory of Reasoned Action which assumes that attitude and subjective norms influence intentions. In this study, the higher the attitude towards TikTok content #boycottstarbucks and subjective norms boycott product pro-Israel, the lower the purchase intentions of Starbucks Indonesia.