PENGARUH PAPARAN MEDIA SOSIAL, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI PRODUK UNILEVER (STUDI KASUS GENERASI Z DI DKI JAKARTA)

The long-running conflict between Israel and Palestine has attracted global attention as more than 22,000 Palestinians in Gaza have died. This prompted the ratification of MUI Fatwa number 83 of 2023. In addition, the BDS Movement is increasingly gaining support from the public to voice boycotts on Social Media. This study aims to analyze the impact of Social Media Exposure, Brand Image, Brand Trust on Purchase Interest of Unilever products on Generation Z in DKI Jakarta after the issue of boycotting Unilever products. Data were collected through a questionnaire using Google Form. The research sample of 243 Generation Z respondents spread throughout DKI Jakarta was then processed using Smart PLS because it is suitable for data that is not normally distributed. The results of the study show that Social Media Exposure and Brand Trust have a positive and significant effect on purchase interest partially. While Brand Image has a positive and insignificant effect on Purchase Interest partially. Among the three independent variables tested, the brand trust variable showed the highest and most significant positive influence. The results of this study are expected to provide an explanation and description for Unilever Indonesia regarding the factors that can influence purchasing interest and Unilever can design appropriate solutions and strategies for Generation Z to overcome the impact of the boycott issue.
Keywords: Brand Image, Unilever, Social Media Exposure, Brand Trust, Purchase Interest