Antisipasi Pemasaran Saat Boikot Produk Di Lingkungan Konsumen Muslim Dunia Dan Indonesia Terjadi: Studi Literaratur

Authors

  • Marissa Grace Haque STIE Indonesia Banking School, Jakarta, Indonesia
  • Puspita Puspita STIE Indonesia Banking School, Jakarta, Indonesia
  • Zulfison Zulfison STIE Indonesia Banking School, Jakarta, Indonesia

DOI:

https://doi.org/10.56145/jurnalekonomidanbisnis.v4i1.176

Keywords:

Boikot Di Kalangan Muslim, Perilaku Konsumen, Strategi Pemasaran, Keagamaan, Motivasi

Abstract

Diawali dengan menelusuri konteks historis dan religius dari boikot di kalangan komunitas Muslim, terkait dengan situasi di Madinah dan dampak nilai-nilai agama terhadap perilaku konsumen. Penelitian ini membahas alasan di balik protes konsumen terhadap merek asing, menekankan identitas nasional, kekhawatiran ekonomi, faktor etika, dukungan masyarakat, dan faktor persepsi yang mempengaruhi perilaku mereka. Beberapa karakteristik individu Muslim, terkait dengan pengaruh teman sebaya dan perilaku kelompok, seperti komunitas dan ikatan sosial, identitas agama, pengaruh otoritas agama, solidaritas dengan perjuangan Muslim global, berbagi informasi dalam komunitas, dan rasa tanggung jawab. Selain itu, mengeksplorasi dampak motivasi keagamaan, intrinsik dan ekstrinsik terhadap perilaku konsumen, membahas peran pemasaran Islami dan penggunaan simbol-simbol dalam mempengaruhi perilaku konsumen, menekankan identitas global umat, dan strategi pemasaran yang disesuaikan. Metodologi ini menguraikan proses pengumpulan dan analisis data, menyoroti penggunaan metode kualitatif, untuk mendapatkan wawasan tentang sikap dan motivasi konsumen yang mendorong boikot antar kelompok. Digunakan untuk berikan gambaran secara global untk kemudian digunakan sebagai rujukan analisis data, untuk mengekstraksi konsep dan pola yang bermakna dari jurnal yang dikumpulkan, mengidentifikasi tema dan pola penting. Sebagai kesimpulan, penelitian ini memberikan eksplorasi komprehensif tentang motivasi dan dinamika boikot di kalangan konsumen Muslim, menyoroti faktor sejarah, agama, dan sosial-ekonomi yang mempengaruhi perilaku dan aktivisme konsumen, penyelidikan menyeluruh terhadap fenomena boikot yang kompleks, dan wawasan mengenai hal-hal yang berkaitan dengan boikot. dinamika agama, budaya, dan faktor sosial yang membentuk perilaku konsumen.

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Published

2024-01-31

How to Cite

Haque, M. G., Puspita, P., & Zulfison, Z. (2024). Antisipasi Pemasaran Saat Boikot Produk Di Lingkungan Konsumen Muslim Dunia Dan Indonesia Terjadi: Studi Literaratur. Jurnal Ekonomi Dan Bisnis, 4(1), 189–212. https://doi.org/10.56145/jurnalekonomidanbisnis.v4i1.176