Decisions to Purchase Nestlé Products as a Target of a Boycott
The Role of Consumer Trust in Halal Labels and Social Media
DOI:
https://doi.org/10.58223/q0e7kq02Keywords:
Halal Label, Social media, Consumer Trust, Purchase decisions, Nestle, Muslim consumersAbstract
The issue of boycotting products suspected of being affiliated with Israel poses a dilemma for Muslim consumers in making purchasing decisions, particularly regarding Nestlé products that have been certified as halal. This study aims to analyze the role of consumer trust as a mediating variable between Halal Certification and Social Media in relation to purchasing decisions regarding Nestlé products. The study employed a quantitative method using purposive sampling to gather data from 143 respondents via a Likert-scale questionnaire. Data were analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS). The results show that the halal label (β = 0.470, t = 4.622, p < 0.000) and social media (β = 0.465, t = 5.260, p < 0.000) have a significant positive effect on purchase decisions. Consumer trust also has a significant effect on purchasing decisions (β = 0.382, t = 5.758, p < 0.000). Furthermore, consumer trust was found to mediate the effects of the halal label (β = 0.182, t = 4.305, p < 0.000) and social media (β = 0.147, t = 4.031, p < 0.000) on purchase decisions. The structural model explains 71.1% of the variation in purchase decisions (R² = 0.711) and 55.0% of the variation in consumer trust (R² = 0.550). The novelty of this study lies in the use of Nestlé as the target of a boycott, a topic not previously examined. The findings indicate that exposure to boycott content on social media does not necessarily stop consumers from purchasing Nestlé products. This is because consumers tend to consider other factors before making a purchasing decision
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