The Role of Social Pressure, Attitude Toward Boycott, and Moral Intensity in News Framing against Unilever's Boycott Intention on Generation Z Muslims in DKI Jakarta

Namira Shofa; Ali Hanafiah

doi:10.55927/fjas.v5i5.56

Authors

Namira Shofa Universitas Mercu Buana
Ali Hanafiah Universitas Mercu Buana

DOI:

https://doi.org/10.55927/fjas.v5i5.56

Keywords:

Social Pressure, Attitude Towards Boycotting, Moral Intensity News Framing, Boycott Intention, Generation Z

Abstract

The purpose of this study is to examine and analyze the influence of Social Pressure, Attitudes Towards Boycotting, and Moral Intensity News Framing on the Intention to Boycott Unilever Products among Generation Z in DKI Jakarta. The design of this study uses the cause study approach. The targeted sampling (pure sampling) is used to select 150 respondents to this study focusing on Generation Z Muslim (GenZ) in Jakarta. In this study, quantitative methods are used. Data analysis techniques and 3,2,9 smart pool analysis tools for distributed infrastructure equation models should be used. Studies have shown that social media has a positive and important effect on the intention to boycott, but the boycott of attitude tower has a positive and important effect on Unilever's intention to boycott among Jakarta's Muslim General Z.

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