PENGARUH CONSUMER ANIMOSITY DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ERA GERAKAN BOIKOT PRODUK STARBUCKS

This study aims to examine the effect of consumer animosity and perceived value on consumer purchasing decisions amid the boycott movement against Starbucks products. This boycott movement arose due to social and geopolitical sentiments that developed in society, and became an interesting phenomenon to study in terms of consumer behaviour. This research uses a quantitative approach with a survey method of 107 respondents. The analysis technique used is multiple linear regression to see the effect of variables X1 and X2 on Y. The results showed that respondents' responses to consumer animosity, perceived value, and purchasing decisions were generally in the neutral or undecided category. This indicates that consumers tend not to have extreme attitudes, either in the form of support or rejection of brands, and still consider purchases rationally. Thus, the influence of consumer animosity and perceived value on purchasing decisions in this context is neither strong nor significant. This finding reflects consumers' cautious and ambivalent attitude towards social issues in their consumption decisions.