“An Analysis of Boycott Factors of the Muslim Gen Z Customers at Andalas University (A Case Study of Mcdonalds Customers at Padang City)

Annisa, Novi (2024) “An Analysis of Boycott Factors of the Muslim Gen Z Customers at Andalas University (A Case Study of Mcdonalds Customers at Padang City). S1 thesis, Universitas Andalas.

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Abstract

This paper aims to evaluate the key factors for Generation Z in Muslim consumers in making their decision to boycott some brands that they believed affiliated with Israel. This research was conducted by using a qualitative approach with thematic analysis. This research was conducted by using a semi�structured interview with twenty Generation Z Muslim consumers in Indonesia. The interview’s result was processed by using Nvivo 14 software. The present study found that Gen Z participantsagreed that boycott calls and news in social media gave a strong influence for them to boycott. Peer pressure, especially from close friends, was also found as a main factor for boycotting products that support Israel. Gen Z in the present study showed a high sense of humanity so that the conflict that occurs between Palestine and Israel was also an important reason for them to participate in a boycott. This study discovered the intention of participants to use local products which would benefit local businesses and economy

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