Enhancing Public Awareness about the Impact of Boycotts on Purchasing Decisions for Vaseline Products

Suci Ananda Dewi, Mustafa Khamal Rokan, Nurlaila Nurlaila

Abstract


This article discusses the impact of boycotts on Vaseline products triggered by the Israel-Palestine conflict and the strategies that can be applied to address this issue. The prolonged conflict in Gaza and international support for Palestine have spurred boycott movements, including in Indonesia, as reflected in the Fatwa of the Indonesian Ulema Council (MUI). The primary focus of this research is on the methods of outreach and collaboration in managing the impact of boycotts on Vaseline products. The outreach method aims to educate both the company and consumers about the effects of boycotts and effective communication strategies. Collaboration with influencers and communities helps the company improve its brand image and strengthen its relationship with consumers. The results of this outreach indicate that while the company and consumers have gained a better understanding, strategic steps are still needed to improve brand image and effectively manage the impact of the boycott. The decline in sales and Unilever's stock price, which includes Vaseline products, highlights the tangible effects of the boycott, emphasizing the importance of communication strategies and positive campaigns to restore brand reputation and boost consumer trust

Full Text:

ICIECS24-14

References


Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766

Aryandhana, D., Bintarti, S., & Hidayatullah, R. (2021). Pengaruh Persepsi Dan Preferensi Masyarakat Terhadap Keputusan Pembelian Perumahan Syariah Di Kabupaten Bekasi. Jurnal Ekonomi Syariah Pelita Bangsa, 6(02), 191–206. https://doi.org/10.37366/jespb.v6i02.247

Bawono, A., Isanawikrama, I., Arif, K., & Kurniawan, Y. J. (2018). PENGARUH PERILAKU KONSUMEN, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA SITUS BELANJA ONLINE (Studi Kasus Pada Situs Belanja Online XYZ). Jurnal Pengabdian Dan Kewirausahaan, 2(2), 131–144. https://doi.org/10.30813/jpk.v2i2.1366

Cakici, A. C., & Tekeli, S. (2022). The mediating effect of consumers’ price level perception and emotions towards supermarkets. European Journal of Management and Business Economics, 31(1), 57–76. https://doi.org/10.1108/EJMBE-12-2020-0344

Ciswati, S., & Septayuda, I. (2023). Analisis Faktor – Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Laptop. Jurnal Menara Ekonomi : Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 9(2), 61–71. https://doi.org/10.31869/me.v9i2.4215

Chelsey Monica Teo, & Sonja Andarini. (2024). Pengaruh Konflik Boikot terhadap Penjualan Carnation Evaporasi di Q4 2023 pada Bidang HORECA di Batam. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(5), 3674–3678. https://doi.org/10.47467/elmal.v5i5.1781.

Dekhil, F., Jridi, H., & Farhat, H. (2017). Effect of religiosity on the decision to participate in a boycott: The moderating effect of brand loyalty – the case of Coca-Cola. Journal of Islamic Marketing, 8(2), 309–328. https://doi.org/10.1108/JIMA-01-2013-0008

Devica, S. (2020). Persepsi Konsumen Terhadap Flash Sale Belanja Online Dan Pengaruhnya Pada Keputusan Pembelian. Jurnal Bisnis Terapan, 4(1), 47–56. https://doi.org/10.24123/jbt.v4i1.2276

Fadhila, S., Lie, D., Wijaya, A., & Halim, F. (2020). Pengaruh Sikap Konsumen Dan Persepsi Konsumen Terhadap Keputusan Pembelian Pada Mini Market Mawar Balimbingan. SULTANIST: Jurnal Manajemen Dan Keuangan, 8(1), 53–60. https://doi.org/10.37403/sultanist.v8i1.177

Fajri, I., & Rosyadi, A. R. (2024). Attitude of Indonesian Muslims Towards Product Boycott Pro-Israel Analysis Of Fatwas Indonesian Ulema Council (MUI) Number 83 of 2023 Concerning Legal Status of Supporting the Palestinian Struggle. Jurnal Ilmu Hukum, 26(1), 47–61. https://doi.org/10.24815/kanun.v26i1.36794

Habibullah, M., & Roviandri. (2023). Menyoal Label Halal Pada Produk Pro-Israel Berdasarkan Fatwa Majelis Ulama Indonesia Nomor 38 Tahun 2023. Jish: Jurnal Ilmiah Dan Studi Halal, 1(1), 12–21. https://doi.org/10.61743/jish.v1i1.38

Hartuti, E. T. K., Narimawati, U., Affandi, A., Priadana, S., & Erlangga, H. (2022). Pengaruh Inovasi Produk dan Persepsi Konsumen terhadap Keputusan Pembelian serta Implikasinya pada Citra Perusahaan UMKM Makanan Tradisional Getuk Goreng di Kabupaten Banyumas Provinsi Jawa Tengah. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(4), 1144–1149. https://doi.org/10.54371/jiip.v4i5.538

Hino, H. (2023). More than just empathy: The influence of moral emotions on boycott participation regarding products sourced from politically contentious regions. International Business Review, 32(1), 102034. https://doi.org/10.1016/j.ibusrev.2022.102034

Lestiani, E. (2020). Pengaruh Persepsi Dan Pengetahuan Konsumen Terhadap Ecolabelling Pada Keputusan Pembelian Green Product. Bongaya Journal for Research in Management (BJRM), 3(2), 07–13. https://doi.org/10.37888/bjrm.v3i2.243

Lia, A., Ibdalsyah, I., & Hakiem, H. (2021). Pengaruh Persepsi Konsumen, Labelisasi Halal dan Citra Merek Terhadap Keputusan Pembelian Produk Herbal Skincare SR12. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(2), 263–273. https://doi.org/10.47467/elmal.v5i2.788

Lotulung, P. V., Mandey, S. L., & Lintong, D. C. A. (2023). Pengaruh Persepsi Konsumen Dan Kualitas Produk Terhadap Keputusan Pembelian Baju Bekas Impor Pada Masyarakat Kelurahan Karombasan Utara Lingkungan 8 Kecamatan Wanea. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(02), 561–572. https://doi.org/10.35794/emba.v11i02.48635

Mohamad Basuni, Roby Setiadi, Gian Fitralisma, & Syariefful Ikhwan. (2023). Analisis Pengaruh Perilaku Konsumen Dalam Pengambilan Keputusan Pembelian Online Masyarakat Kabupaten Brebes Pada E-Commerce Shoppe. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 10–18. https://doi.org/10.51903/e-bisnis.v16i1.873

Noval, J. & T. (2019). Pengaruh Motivasi, Persepsi, Dan Sikap Terhadap Keputusan Pembelian Produk Mobile Computing Acer. Jurnal Ecodemica, 3(2), 123–132. https://doi.org/10.31311/jeco.v3i2.5702

Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review. https://doi.org/10.1108/PRR-07-2022-0093

Rahmani, A. N. (2023). Dampak Perang Israel-Hamas Terhadap Harga Saham Dan Minat Beli Masyarakat Produk Pendukung Israel. Academy of Education Journal, 14(2), 1444–1456. https://doi.org/10.47200/aoej.v14i2.2104

Ramadayanti, F. (2019). Peran Brand Awereness terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen Dan Bisnis, 6(2), 111–116. https://doi.org/10.21107/jsmb.v6i2.6690

Rivera, J. J., Bigne, E., & Curras-Perez, R. (2016). Effects of Corporate Social Responsibility perception on consumer satisfaction with the brand. Spanish Journal of Marketing - ESIC, 20(2), 104–114. https://doi.org/10.1016/j.sjme.2016.06.002

Rosa Indah, D., Afalia, I., & Maulida, Z. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus pada Mahasiswa Universitas Samudra). Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 83–94. https://doi.org/10.33059/jseb.v11i1.1983

Silva, P. M. (2017). Pengaruh Persepsi Konsumen Dan Motivasi Konsumen Terhadap Keputusan Pembelian Polis Asuransi. Psikoborneo: Jurnal Ilmiah Psikologi, 5(3), 352–357. https://doi.org/10.30872/psikoborneo.v5i3.4420

Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2024). Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy. Arab Gulf Journal of Scientific Research. https://doi.org/10.1108/AGJSR-02-2023-0064

Tariq Abdullatif Halimi, Clare D’Souza, G. M. (2017). Examining the role of empathy on third-country nationals’ foreign product purchase behaviour: a study of the growing international boycott against Israel. Marketing Intelligence & Planning, 8(5), 19–21. https://doi.org/10.1108/EUM0000000001082

Verma, P. (2022). Animosity leads to boycott and subsequent reluctance to buy: evidence from Sino Indian disputes. Review of International Business and Strategy, 32(3), 368–386. https://doi.org/10.1108/RIBS-07-2020-0075Wibowo, P., Hapsari, R. D., & Ascha, M. C. (2024). Respon Publik Terhadap Fatwa Boikot Produk Israel Oleh Majelis Ulama Indonesia. Journal Publicuho, 7(1), 382–395. https://doi.org/10.35817/publicuho.v7i1.371

Zaki, M., & Saiman, S. (2021). Kajian tentang Perumusan Hipotesis Statistik Dalam Pengujian Hipotesis Penelitian. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 4(2), 115–118. https://doi.org/10.54371/jiip.v4i2.216

Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74(June). https://doi.org/10.1016/j.techsoc.2023.102289.

Asmat-Nizam Abdul-Talib, M. M. M. A. (2015). Determinants of consumer’s willingness to boycott surrogate products. Journal of Islamic Marketing Article, 4(1), 2013–2014.

Dewi Urip Wahyuni. (2008). Pengaruh Motivasi, Persepsi Dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor Merek “Honda” Di Kawasan Surabaya Barat. Jurnal Manajemen Dan Kewirausahaan, 10(1), pp.30-37. http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/16790

Firman, M. (2024). Strategi Public Relations Unilever Indonesia dalam Menjaga Reputasi Pasca Isu Boikot Pro-Israel. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(6), 171–178.

ILHAM AGUSTIAN, HARIUS EKO SAPUTRA, A. I. (2019). PENGARUH SISTEM INFORMASI MANAJAMEN TERHADAP PENINGKATAN KUALITAS PELAYANAN DI PT. JASARAHARJA PUTRA CABANG BENGKULU. 6(1), 42–60.

Lagautu, J., Soegoto, A. S., & Sepang, J. L. (2019). Pengaruh Citra Perusahaan, Kualitas Pelayanan Dan Persepsi Konsumen Terhadap Keputusan Pembelian Pada Pt.Matahari Department Store Mantos. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(1), 751–760. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/22546

Laili Hidayati, N. (2018). Pengaruh Viral Marketing, Online Consumer Reviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 06(3), 77–84.

Nabella, S., & Ida, F. (2024). Pengaruh Word Of Mouth, Persepsi Harga, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Ulang Hand & Body Vaseline di Kota Semarang. Economics and Digital Business Review, 5(1), 439–452.

Putri, S. I. N., Selvy, Roles, G. H., & Ellen, A. (2019). Pengaruh Rekrutmen Dan Komitmen Organisasi Terhadap Kinerja Karyawa Pada Pt. Budi Raya Perkasa. Jurnal Maznajemen, 5(1), 71–80.

Riswan. (2024). PROFIT AND LOSSES OF BOYCOTTING UNILEVER PRODUCTS (PANCASILA ECONOMIC AND MASLAHAH PERSPECTIVE). Proposal, 08(01), 4–6.

Rosmawati, S., & Hasibuan, Ri. H. (2020). Analisis Laporan Arus Kas Dalam Menilai Kinerja Keuangan Pada PT. Unilever Indonesia, Tbk. Citra Ekonomi, 1(1).

Saswiana, Hasmin, E., & Bustam. (2020). Pengaruh E-Commerce Terhadap Perilaku Konsumen dan Keputusan Pembelian Produk Online Shop (Studi Kasush Mahasiswa STIEM Bongaya). Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 60–69.

Syafrianita, N., Muhammad, A., & Firah, A. (2022). Analisis Perilaku Konsumen Dalam Keputusan Pembelian Produk Pada CV. Syabani di Pusat Pasar Medan. Jurnal Bisnis Corporate, 7(2), 31–40.

Syahroni, M. I. (2022). PROSEDUR PENELITIAN KUANTITATIF. 2(3), 43–56.

Tanoto, J., & Goh, Thomas Sumarsan, E. M. (2021). Pengaruh Persepsi Konsumen Dan Promosi Terhadap Minat Pembelian Produk PT. Sumber lautan Rezeki Medan. Jurnal Bisnis Kolega, 7(1), 1–9.

Handayani, R. (2020). METODOLOGI PENELITIAN SOSIAL. TRUSSMEDIA GRAFIKA.

Dr. Wahidmurni, M. P. (2017). PEMAPARAN METODE PENELITIAN KUANTITATIF. 1–16.

Hardani, S.Pd., M. S., Nur Hikmatul Auliya, G. C. B., Helmina Andriani, M. S., Roushandy Asri Fardani, S.Si., M. P., Jumari Ustiawaty, S.Si., M. S., Evi Fatmi Utami, M.Farm., A., Dhika Juliana Sukmana, S.Si., M. S., & Ria Rahmatul Istiqomah, M. I. K. (2020). METODE PENELITIAN KUALITATIF & KUANTITATIF (1st ed.). CV. Pustaka Ilmu.

Amruddin, Roni Priyanda, T. S. A. (2022). Metodologi penelitian kualitatif. Pradina Pustaka.

Azhari, M. T. (2022). Metode Penelitian Kuantitatif. CV. Widya Puspita.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Proceeding International Conference on Islamic Economics Community Services (ICIECS)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Web Analytics

 
 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License