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Abstract

Tujuan: Penelitian ini bertujuan untuk mengkaji secara sistematis fenomena boikot konsumen Muslim terhadap merek global di Indonesia, dengan menyoroti pengaruh emosi, religiositas, dan isu geopolitik dalam membentuk perilaku kolektif tersebut.


Metode Penelitian: Studi ini menggunakan pendekatan kualitatif berbasis systematic literature review (SLR) terhadap 30 artikel ilmiah yang dipublikasikan dalam rentang 2015–2025. Analisis dilakukan dengan menelusuri pola tematik dari literatur yang relevan, kemudian dikategorikan ke dalam enam dimensi utama, yaitu pola boikot, peran emosi, pengaruh religiositas, sensitivitas geopolitik, interaksi antar dimensi, dan konteks Indonesia.


Hasil dan Pembahasan: Hasil temuan menunjukkan bahwa boikot konsumen Muslim di Indonesia merupakan bentuk resistensi kolektif yang dipicu oleh emosi moral (kemarahan, empati), diperkuat oleh nilai-nilai religiositas, dan dipengaruhi oleh kepekaan terhadap isu geopolitik, khususnya konflik Palestina. Ketiga dimensi tersebut saling berinteraksi dan menciptakan motivasi ideologis yang mengarahkan konsumen Muslim untuk menolak merek global yang diasosiasikan dengan ketidakadilan atau penindasan.


Implikasi: Penelitian ini memberikan kontribusi teoretis dengan menyajikan model konseptual yang mengintegrasikan emosi, religiositas, dan geopolitik dalam studi perilaku boikot. Secara praktis, hasil studi ini memberikan panduan bagi merek global untuk membangun sensitivitas sosial, etika bisnis, dan strategi komunikasi yang relevan dalam menghadapi pasar Muslim di tengah dinamika geopolitik.

Keywords

boikot konsumen emosi moral religiositas isu geopolitik konsumen muslim

Article Details

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How to Cite
Susanto, S. E. (2025). Boikot Konsumen Muslim Indonesia terhadap Merek Global: Sebuah Kajian Tentang Faktor Emosi, Religiositas dan Isu Geopolitik. Advances in Management & Financial Reporting, 3(3), 427–443. https://doi.org/10.60079/amfr.v3i3.548
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