PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S

Lailiyah Nurul Safitri, NIM.: 21107030031 (2025) PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of social campaigns in the digital era can trigger the formation of public opinion that has the potential to influence consumer behavior, such as the BDS (Boycott, Divestment, and Sanctions) movement campaign that actively uses Instagram as a campaign medium to encourage consumers to boycott, divest, and impose sanctions on Israeli-affiliated products, especially the McDonald's brand. Using a quantitative approach, this study aims to measure the influence of the BDS movement campaign on Instagram (@gerakanbds) through brand image on McDonald's consumer loyalty using the S-O-R theory, which is then detailed in more depth using the hierarchy of effects theory to explain stimulus processing through cognitive to affective stages. This study was conducted among Generation Z in Yogyakarta, based on data from 107 respondents. The results of this study indicate that the BDS campaign has a significant effect on consumer loyalty (63%). Additionally, the BDS campaign has a significant effect on brand image (61.6%). Brand image also has a significant effect on consumer loyalty (83.5%). Then, simultaneously, the BDS campaign and brand image have a significant effect on consumer loyalty (51.4%). Then, the results of the Sobel test strengthen the role of brand image which significantly mediates the influence of the BDS campaign on consumer loyalty (Z = 11.25; ab = 0.514). Keywords: BDS movement campaign, customer loyalty, brand image, generation Z, S-O-R Theory, Hierarchy of Effects Theory.

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