Fenomena Penampikan Starbuck Coffee sebagai Salah Satu Produk Pendukung Israel Terhadap Minat Beli Gen Z
DOI:
https://doi.org/10.32659/tsj.v10i2.446Keywords:
Refusal, Lifestyle, Generation Z, Purchasing Decision, Starbucks CoffeeAbstract
This study aims to analyze the phenomenon of refusal Starbucks Coffee as one of the products suspected of supporting Israel, and its impact on the purchasing interest of generation Z in Indonesia.The boycott movement against global brands considered affiliated with Israel is increasingly widespread among Muslim consumers. This phenomenon reflects a new awareness, where Muslim consumers are not only looking for halal products, but also paying attention to issues of justice, humanity, and Islam. The study analyzed the influence of the product boycott phenomenon on the lifestyle and purchasing interest of generation Z, especially in the decision to purchase Starbucks brand coffee drinks at the Pamulang branch location, Tangerang Through a descriptive qualitative method, with an analysis technique using NVivo. The results of this study found that the issue of refusing Israeli products, including Starbucks, significantly influenced the purchasing interest of Generation Z. After not consuming coffee at Starbucks, Generation Z tends to switch to local coffee shops or brands that focus on sustainability.However, Starbucks’ brand loyalty, lifestyle, and image as a symbol of modern lifestyle remain restraining factors in the decline in purchasing interest. These findings indicate that although Gen Z tends to have high social awareness, their consumption decisions are still influenced by many complex factors. This study is expected to be a reference for industry players to understand the dynamics of young consumer behavior in the context of global social issues.
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