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

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S
type: Thesis
type: Article
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.
date: 2025-06-25
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
has version: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
has published: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
has document: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
subject: Ilmu Komunikasi

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
type: Document
has file: 21107030031_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 21107030031_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 21107030031 Lailiyah Nurul Safitri
type: Person
given name: NIM.: 21107030031
family name: Lailiyah Nurul Safitri

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
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is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
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PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
ispreview thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
ismedium thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
issmall thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)

PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
islightbox thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
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PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
ispreview thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
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PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
ismedium thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
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PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Other)
type: Document
is version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
is volatile version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
issmall thumbnail version of: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S (Text)
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primary topic: PENGARUH KAMPANYE GERAKAN BDS DI INSTAGRAM @GERAKANBDS MELALUI CITRA MEREK TERHADAP LOYALITAS KONSUMEN MCDONALD’S

Ilmu Komunikasi
type: Concept