| dc.contributor.advisor | Dewi, Farida Ratna | |
| dc.contributor.author | Dwiansyah, Lintang | |
| dc.date.accessioned | 2025-12-02T06:31:26Z | |
| dc.date.available | 2025-12-02T06:31:26Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/171621 | |
| dc.description.abstract | Maraknya konsumerisme politis yang diperkuat oleh platform digital, yang menghadirkan tantangan signifikan bagi manajemen merek global. Penelitian ini bertujuan untuk menganalisis dampak dari gerakan boycott, divestment, sanctions (BDS) dan aktivisme digital terhadap pergeseran loyalitas merek pada produk food and beverage (F&B) di kalangan generasi z dan milenial. Penelitian ini menggunakan metode kuantitatif dengan data yang dikumpulkan melalui kuesioner daring kepada 170 responden (85 generasi z dan 85 milenial) di Jabodetabek yang dipilih menggunakan teknik quota sampling. Analisis data dilakukan dengan statistik deskriptif, uji t sampel independen, dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa gerakan boikot BDS dan aktivisme digital secara masing-masing memiliki pengaruh yang positif dan signifikan terhadap pergeseran loyalitas merek. Temuan baru yang signifikan adalah tidak ditemukannya perbedaan respons yang statistik antara generasi z dan milenial. | |
| dc.description.abstract | Motivated by the rise of political consumerism, amplified by digital platforms, which poses a significant challenge for global brand management. This study aims to analyze the impact of the boycott, divestment, sanctions (BDS) movement and digital activism on brand loyalty shifts towards food and beverage (F&B) products among generation z and millennials. This quantitative study collected data through an online questionnaire administered to 170 respondents (85 gen z, 85 millennials) in the Jabodetabek area, selected via quota sampling. Data were analyzed using descriptive statistics, independent samples t-test, and multiple linear regression analysis. The results indicate that both the BDS boycott movement and digital activism independently have a significant positive effect on brand loyalty shifts. A significant new finding is the absence of a statistical difference in response between Generation Z and Millennials. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Dampak Gerakan BDS dan Aktivisme Digital terhadap Pergeseran Loyalitas Merek F&B Generasi Z dan Milenial | id |
| dc.title.alternative | The Impact of the BDS Movement and Digital Activism on Brand Loyalty Shift Among Generation Z and Millennials in the Food and Beverage Industry | |
| dc.type | Skripsi | |
| dc.subject.keyword | boycott | id |
| dc.subject.keyword | brand loyalty | id |
| dc.subject.keyword | digital activism | id |
| dc.subject.keyword | political consumerism | id |
