Pengaruh Consumer Animosity dan Consumer Ethnocentrism Terhadap Keputusan Pembelian di Starbucks Kota Surabaya Akibat Konflik Palestina-Israel. (The Influence of Consumer Animosity and Consumer Ethnocentrism on Purchase Decisions at Starbucks in Surabaya City Due to the Palestine-Israel Conflict).

Nastiti, Dewanti (2025) Pengaruh Consumer Animosity dan Consumer Ethnocentrism Terhadap Keputusan Pembelian di Starbucks Kota Surabaya Akibat Konflik Palestina-Israel. (The Influence of Consumer Animosity and Consumer Ethnocentrism on Purchase Decisions at Starbucks in Surabaya City Due to the Palestine-Israel Conflict). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The Palestine-Israel conflict is an ongoing military conflict to this day. The Palestinian people are the most disadvantaged party. The public has expressed anger over the Palestine-Israel conflict involving Starbucks, as Starbucks is alleged to support Israel. As a form of this anger, people have carried out a boycott of Starbucks products, which is known as Consumer Animosity behavior. Furthermore, when people feel angry and threatened by the beliefs or decisions of foreign parties that contradict their group values, they tend to avoid foreign products and switch to buying local products. This behavior is called Consumer Ethnocentrism. This study aims to determine the influence of Consumer Animosity and Consumer Ethnocentrism on the decision to purchase Starbucks products in Surabaya City after the boycott that occurred as a result of the Palestine-Israel conflict. This research uses a quantitative approach with multiple linear regression analysis techniques to examine the relationships between variables. The sample size used in this study was 96 respondents. Sampling was conducted using purposive sampling through the distribution of electronic questionnaires (e-questionnaires) to Surabaya residents who had purchased Starbucks products at least once and were aware of the boycott issue against Starbucks due to the Palestine-Israel conflict. The data collected from respondents' answers were then processed using SPSS version 25 software. The analysis results show that both Consumer Animosity and Consumer Ethnocentrism have a significant negative influence on the decision to purchase Starbucks products in Surabaya after the boycott. In other words, the higher the level of Consumer Animosity and Consumer Ethnocentrism possessed by customers, the lower their tendency to purchase Starbucks products. The conclusion of this study emphasizes that psychological factors such as consumer animosity and consumer ethnocentrism play an important role in influencing purchasing behavior, especially in the context of boycotts triggered by socio-political issues.

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