RELIGIOSITY MEMEDIASI PERCEIVED RISK DAN PURCHASE DECISION PADA PRODUK BOIKOT

Bagas Rino Anggoro, - and Ratih Hurriyati, - and Heny Hendrayati, - (2025) RELIGIOSITY MEMEDIASI PERCEIVED RISK DAN PURCHASE DECISION PADA PRODUK BOIKOT. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

ABSTRAK Bagas Rino Anggoro (2313306) “Religiosity Memediasi Perceived Risk dan Purchase Decision Pada Produk Boikot” dalam bimbingan Prof. Dr. Hj. Ratih Hurriyati, M.P. dan Dr. Heny Hendrayati, S.IP., M.M. Aksi boikot produk pro Israel muncul sebagai respon masyarakat internasional atas genosida yang terjadi di Gaza, Palestina. Boikot menargetkan produk dari berbagai perusahaan yang dianggap menjadi bagian dari pendukung genosida. Boikot telah memberikan dampak kerugian salah satunya adalah menurunnya penjualan akibat konsumen yang menghentikan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana religiosity dapat memediasi perceived risk dan purchase decision pada produk boikot. Populasi pada penelitian ini adalah responden yang berdomisili di Kota Bandung berusia minimal 18 tahun dengan pengetahuan terhadap produk yang diboikot seperti McDonald’s, Starbucks, dan Unilever serta sedang atau pernah mengonsumsi produk yang diboikot tersebut. Jumlah sampel pada penelitian ini yaitu 150 responden dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan yaitu analisis deskriptif dan verifikatif yang dilakukan melalui alat analisis SmartPLS4. Hasil penelitian menunjukkan bahwa perceived risk berada pada kategori sedang, religiosity berada pada kategori sedang, dan purchase decision pada kategori cukup tinggi. Selain itu, terdapat pengaruh positif dan signifikan pada semua variabel yang diteliti. Religiosity memediasi perceived risk dan purchase decision. Kata kunci— Religiosity; Perceived Risk; Purchase Decision; Boikot ABSTRACT Bagas Rino Anggoro (2313306) “Religiosity Mediates Perceived Risk and Purchase Decisions on Boycotted Products” under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Dr. Heny Hendrayati, S.IP., M.M. The boycott of pro-Israel products has emerged as a response from the international community to the genocide occurring in Gaza, Palestine. The boycott targets products from various companies considered to be supporters of the genocide. The boycott has caused losses, one of which is a decline in sales as consumers stop making purchase decisions. This study aims to examine how religiosity can mediate the relationship between perceived risk and purchase decision regarding boycotted products. The population in this study consists of respondents residing in Bandung City who are at least 18 years old and have knowledge of boycotted products such as McDonald’s, Starbucks, and Unilever, and who are currently or have previously consumed these products. The sample size in this study is 150 respondents, selected using purposive sampling. The data analysis techniques used are descriptive and verification analysis, conducted using the SmartPLS4 analysis tool. The results of the study show that perceived risk falls into the moderate category, religiosity is in the moderate category, and purchase decision is in the relatively high category. In addition, there is a positive and significant influence among all the variables studied. Religiosity mediates the relationship between perceived risk and purchase decision. Keywords— Religiosity; Perceived Risk; Purchase Decision; Boycott

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Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Bagas+Rino+Anggoro# Ratih Hurriyati: 5984336 Heny Hendrayati: 5994544
Uncontrolled Keywords:	Religiusitas, Persepsi Risiko, Keputusan Pembelian, Boikot Religiosity, Perceived Risk, Purchase Decision, Boycott
Subjects:	H Social Sciences > HF Commerce
Depositing User:	Bagas Rino Anggoro
Date Deposited:	08 Sep 2025 06:56
Last Modified:	08 Sep 2025 06:56
URI:	http://repository.upi.edu/id/eprint/137604

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