Analysis of the Influence of Media Exposure and Consumer Awareness Level on McDonald's Purchase Decisions During the Boycott Movement in Pekanbaru
DOI:
https://doi.org/10.35870/jemsi.v12i1.5604Keywords:
Media Exposure, Consumer Awareness, Boycott Movement, Purchasing DecisionsAbstract
This study aims to analyze the influence of media exposure and consumer awareness on purchasing decisions of McDonald's during the boycott movement in Pekanbaru. A quantitative approach with a survey method was conducted among 146 respondents who had purchased McDonald's products and were aware of the boycott movement. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The findings reveal that both media exposure and the boycott movement significantly and positively affect purchasing decisions. Media exposure and boycott movements also significantly influence consumer awareness. Meanwhile, consumer awareness has a negative impact on purchasing decisions and mediates the relationship between media exposure, boycott movements, and purchasing decisions. The model explains 60.7% of the variance in consumer purchasing decisions in Pekanbaru. These results highlight that purchasing decisions are not only influenced by rational factors but also by moral awareness and social solidarity. This study contributes to the literature on ethical consumer behavior and provides practical implications for companies in formulating communication strategies amid boycott issues.
Downloads
References
Agustianti, R., Nussifera, L., Angelianawati, L., Meliana, I., Sidik, E. A., Nurlaila, Q., Simarmata, N., Himawan, I. S., Pawan, E., & Ikhram, F. (2022). Metode Penelitian Kuantitatif Dan Kualitatif. Tohar Media.
Angelita, N., & Ali, H. (2024). Pengaruh persaingan global, perubahan preferensi konsumen dan opini publik terhadap ancaman perusahaan. Jurnal Greenation Ilmu Teknik, 2(2), 85–96.
Anggraini, F., & Ahmadi, M. A. (2025). Pengaruh influencer marketing terhadap keputusan pembelian produk kecantikan di kalangan generasi Z: Literature review. Journal of Management and Creative Business, 3(1), 62–73.
Aulia, S. (2020). Pola perilaku konsumen digital dalam memanfaatkan aplikasi dompet digital. Jurnal Komunikasi, 12(2), 311–324.
Ayu, M. M. (2025). Persepsi khalayak pada kampanye komunikasi #Mulaitanpasedotan oleh McDonald's di Kota Semarang. Universitas Islam Sultan Agung.
Cahyani, P. D., Utami, N., & Lestari, S. B. (2022). Pengaruh word of mouth, kesadaran merek dan kualitas produk terhadap keputusan pembelian (studi pada konsumen Mie Gacoan di Yogyakarta). Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(2), 851–866.
Chauhan, R. S., Connelly, S., Howe, D. C., Soderberg, A. T., & Crisostomo, M. (2022). The danger of “fake news”: How using social media for information dissemination can inhibit the ethical decision-making process. Ethics & Behavior, 32(4), 287–306.
Conner, M. (2020). Theory of planned behavior. In Handbook of Sport Psychology (pp. 1–18).
Haque, M. G., Puspita, P., & Zulfison, Z. (2024). Antisipasi pemasaran saat boikot produk di lingkungan konsumen Muslim dunia dan Indonesia terjadi: Studi literatur. Jurnal Ekonomi Dan Bisnis, 4(1), 189–212.
Husaeni, U. A., & Ayoob, M. A. (2025). Determinants of Muslim’s intention to boycott Israel-affiliated products: Evidence from Indonesia. Jurnal Ekonomi & Keuangan Islam, 11(1), 14–28.
Jade, A. K. (2023). Pengaruh terpaan iklan Gowell terhadap kesadaran merek dan minat beli konsumen di Kelurahan Bulustalan Kota Semarang. Universitas Islam Sultan Agung.
Kitapci, O., Yetkin Özbük, R. M., Sakarya, A., & Sarıyıldız, A. (2019). Consumer complaint behavior: A literature review and research agenda. Journal of Applied Economics & Business Research, 9(3).
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity.
Kurniawati, D., & Judisseno, R. K. (2022). Penggunaan skala Likert untuk menganalisa efektivitas registrasi stakeholder meeting: Exhibition Industry 2020. Seminar Nasional Riset Terapan Administrasi Bisnis Dan MICE, 10(1), 142–152.
Kustami, E., & Sulistiyono, E. (2023). Personalisasi pemasaran email dalam meningkatkan program loyalitas: Sebuah konsep komunikasi pemasaran. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 2(2), 74–87.
Kustiawan, B., Apriyanto, A., Haryanti, T., & Rustam, A. (2025). Perilaku Konsumen: Pendekatan Strategis. PT. Sonpedia Publishing Indonesia.
Leli, N., Nurhadiah, N., Handayani, R. T., & Suhairi, S. (2023). Pemanfaatan media sosial sebagai alat komunikasi massa dalam memperluas jangkauan dan meningkatkan interaksi dengan konsumen. Jurnal Mirai Management, 8(2), 436–444.
Mimanda, A. (2020). Peran media exposure dan kualitas informasi terhadap minat beli online dengan kepuasan pengguna sebagai variabel mediasi.
Muliadi, M. (2024). Pemboikotan produk pro-Israel sebagai bentuk dukungan terhadap perjuangan Palestina berdasarkan fatwa DSN MUI nomor 83 tahun 2023 di Kota Parepare. IAIN Parepare.
Rahmadina, F., & Sutarso, Y. (2024). Peran kampanye media sosial, isu lingkungan, dan persepsi efektivitas konsumen terhadap niat beli produk pengganti kemasan sekali pakai. Modus, 36(1), 75–93.
Reznu Firsyawardana, M. (2022). Pengaruh intensitas konsumsi pemberitaan COVID-19, intensitas konsumsi iklan perhotelan di media sosial, dan intensitas komunikasi melalui media sosial terhadap tingkat minat berlibur masyarakat Surakarta di Kota Yogyakarta. Master Program in Communication Science.
Setiawan, Z., Nurapriyanti, T., Ibrahim, H., Nurchayati, N., Jumiati, E., Aslichah, A., & Iswahyudi, M. S. (2023). Perilaku konsumen: Panduan praktis untuk pemasaran yang sukses. PT. Sonpedia Publishing Indonesia.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. CV. Alfabeta.
Tirtayasa, S., Lubis, A. P., & Khair, H. (2021). Keputusan pembelian: Sebagai variabel mediasi hubungan kualitas produk dan kepercayaan terhadap kepuasan konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 5(1), 67–86.
Wahyuni, T. (2018). Teori konsumsi dalam perspektif Monzer Kahf. IAIN Metro.
WAI, M. A. K. C. (2023). The relationships between illusory truth effect, metacognitive awareness and working memory among young adults in Penang: The role of processing fluency.
Wardah, T., & Khasanah, E. N. (2025). Analisis perbandingan kinerja keuangan perusahaan sebelum dan sesudah isu boikot perang Gaza. Jurnal Akuntansi Dan Audit Syariah (JAAiS), 6(1), 15–24.
White, K., Habib, R., & Hardisty, D. J. (2019). How to shift consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49.
Wijayanti, C. A. (2025). PLS-SEM SmartPLS 3 dan 4: Panduan praktis bagi pemula. Penerbit NEM.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pamela Aisya Feliatra, Lailan Tawila Berampu, Rendra Wasnury
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
