Published: 2026-04-03

Boycott Appeals and Local Purchase Intentions: The Role of Campaign Intensity in Indonesia’s Consumer Behavior

DOI: 10.35870/ijmsit.v6i1.6629

Ricky Angga Ariska, Fadilla Purwitasari, Evianah
  • Ricky Angga Ariska: Universitas Wijaya Kusuma Surabaya ROR
  • Fadilla Purwitasari: Universitas Wijaya Kusuma Surabaya ROR
  • Evianah: Universitas Wijaya Kusuma Surabaya ROR
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Abstract

This study employs a quantitative, cross-sectional explanatory design to assess whether boycott appeals against Israel-affiliated products translate into interest in purchasing local products in Indonesia. Data were collected through an online, closed-ended Likert-scale survey distributed via Google Forms using snowball sampling among adult consumers aware of boycott campaigns. The model was estimated using partial least squares structural equation modeling (PLS-SEM) with reliability/validity assessment and bootstrapping (5,000 resamples). Results indicate that boycott campaign intensity does not significantly predict boycott intention or buy-local interest, while attitudes and subjective norms increase boycott intention but do not strengthen buy-local interest (attitude shows a negative direct effect). Animosity significantly increases both boycott intention and buy-local interest, whereas boycott intention does not significantly predict buy-local interest and does not mediate antecedent effects. The findings imply that effective “buy local” outcomes require credible moral-emotional framing and accessible substitutes beyond exposure-driven campaigning.

Keywords

Consumer boycotts; Buy-local interest; Consumer animosity; Indonesia; PLS-SEM

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How to Cite

Angga Ariska, R., Purwitasari, F., & Evianah, E. (2026). Boycott Appeals and Local Purchase Intentions: The Role of Campaign Intensity in Indonesia’s Consumer Behavior. International Journal of Management Science and Information Technology, 6(1), 287-296. https://doi.org/10.35870/ijmsit.v6i1.6629
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This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 6 No. 1 (2026)

  • Section: Articles

  • Published: 2026-04-03

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Author Biographies
Ricky Angga Ariska, Universitas Wijaya Kusuma Surabaya
Google Scholar ResearchGate ORCID

Accounting Study Program, Faculty of Economics and Business, Universitas Wijaya Kusuma Surabaya, Surabaya City, East Java Province, Indonesia

Fadilla Purwitasari, Universitas Wijaya Kusuma Surabaya
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Accounting Study Program, Faculty of Economics and Business, Universitas Wijaya Kusuma Surabaya, Surabaya City, East Java Province, Indonesia

Evianah, Universitas Wijaya Kusuma Surabaya
Google Scholar ResearchGate ORCID

Management Study Program, Faculty of Economics and Business, Universitas Wijaya Kusuma Surabaya, Surabaya City, East Java Province, Indonesia

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