EFEK BOIKOT EKONOMI : DETERMINASI KEPUTUSAN PEMBELIAN KONSUMEN STARBUCK

Abstract

The purpose of this study is to explore the social media sentiment analysis approach to see the extent to which the economic boycott with social media influences consumer purchasing decisions for Starbucks products, and with quantitative methods to determine the determination of purchasing decisions during the economic boycott by understanding the factors that drive or hinder the decision-making process. This study uses a combination of two methods, namely quantitative using social media sentiment analysis with the results of data sources originating from secondary data generated by social media conducted for 4 months during July-October 2024 by conducting cross validation and sentiment validation trends, while for the quantitative method by determining the sample using the simple random sampling technique, the sample comes from Starbucks consumers in DKI Jakarta with a sample size of 25. The results of this study are that there is a positive and significant relationship between consumer behavior variables, brand image and consumer satisfaction with consumer decisions.