Article
The influence of calls to boycott Israeli-affiliated products on purchase decisions for bottled mineral water: The moderating role of local products
Jurnal Manajemen dan Kewirausahaan, Vol. 18 No. 2 (2026), hlm. 227–296
Abstrak
This study aims to determine: (1) the effect of the call to boycott on the purchase decision of bottled mineral water products in Kendari; and (2) the role of attitude towards local products in moderating the effect of the call to boycott on the purchase decision. The population in this study consists of the community in Kendari who are aware of the boycott movement and consume bottled mineral water. The sample was determined using a purposive sampling technique involving 100 respondents. Data analysis was conducted using moderated regression analysis (MRA). The results of this study show that: (1) The call to boycott has a negative and significant effect on the purchase decision of local bottled mineral water products in Kendari, and (2) the attitude towards local products acts as a pure moderator that significantly strengthens the relationship between the call to boycott and the purchase decision. These findings indicate that while a positive attitude towards local products alone does not automatically drive a purchase, it becomes a crucial catalyst that amplifies the impact of the boycott movement on consumers shifting behaviour towards local brands.