PENGARUH FENOMENA BOIKOT TERHADAP MINAT BELI KONSUMEN PADA PRODUK STARBUCKS

Abstrak

Kebaruan penelitian ini terletak pada pengujian kuantitatif pengaruh fenomena boikot terhadap minat beli konsumen produk Starbucks di Indonesia, di mana penelitian sebelumnya lebih banyak membahas motivasi boikot secara umum tanpa mengukur secara langsung dampaknya terhadap minat beli secara sistematis. Tujuan penelitian ini adalah menganalisis pengaruh fenomena boikot terhadap minat beli konsumen pada produk Starbucks. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan instrumen kuesioner berskala Likert, melibatkan 30 responden yang mengetahui isu boikot Starbucks dan pernah membeli produk tersebut, serta dianalisis menggunakan regresi linear sederhana. Hasil empiris menunjukkan bahwa fenomena boikot tidak memiliki pengaruh signifikan terhadap minat beli konsumen, dengan nilai signifikansi 0,9563 (> 0,05), koefisien korelasi (R) sebesar 0,0105 (hubungan sangat rendah), dan koefisien determinasi (R²) sebesar 0,0001 (0,01%). Berdasarkan uji validitas menggunakan tabel fenomena boikot, seluruh item pernyataan dinyatakan valid karena nilai R hitung (0,401–0,927) > R tabel (0,361). Implikasi penelitian ini memberikan pemahaman bagi perusahaan global bahwa isu sosial-politik seperti boikot tidak selalu menjadi faktor dominan dalam mengubah minat beli konsumen, sehingga strategi pemasaran tetap perlu berfokus pada kualitas produk, kenyamanan, dan loyalitas merek.

The novelty of this research lies in the quantitative testing of the influence of the boycott phenomenon on consumer purchasing interest of Starbucks products in Indonesia, where previous research has mostly discussed boycott motivation in general without directly measuring its impact on purchasing interest systematically. The purpose of this study is to analyze the influence of the boycott phenomenon on consumer purchasing interest in Starbucks products. The research method uses a descriptive quantitative approach with a Likert-scale questionnaire instrument, involving 30 respondents who are aware of the Starbucks boycott issue and have purchased the product, and analyzed using simple linear regression. Empirical results show that the boycott phenomenon does not have a significant influence on consumer purchasing interest, with a significance value of 0.9563 (> 0.05), a correlation coefficient (R) of 0.0105 (very low relationship), and a coefficient of determination (R²) of 0.0001 (0.01%). Based on the validity test using the boycott phenomenon table, all statement items are declared valid because the calculated R value (0.401–0.927) is > R table (0.361). The implications of this research provide an understanding for global companies that socio-political issues such as boycotts are not always the dominant factor in changing consumer purchasing interest, so that marketing strategies still need to focus on product quality, convenience, and brand loyalty.