PENGARUH BOIKOT, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PT UNILEVER (STUDI PADA KONSUMEN DI SUKABUMI)

This study aims to analyze the influence of boycott, brand image, and product quality on the purchasing decisions of Unilever products among consumers in Sukabumi. The boycott phenomenon targeting products associated with certain countries, such as Israel, has prompted some consumers to reconsider their purchasing decisions. In this context, Unilever has been one of the companies affected by boycott movements due to its perceived association with global social and political issues. This research uses a quantitative approach with a survey method involving 170 Unilever consumers in Sukabumi. The data analysis technique used is multiple linear regression to measure the effect of each independent variable (boycott, brand image, product quality) on the dependent variable (purchasing decision). The results show that the boycott variable has a significant negative effect on purchasing decisions, while brand image and product quality have significant positive effects. Simultaneously, the three variables significantly influence consumer purchasing decisions. These findings have important implications for companies in formulating marketing strategies that consider socio-political issues while strengthening brand image and product quality to maintain consumer loyalty. Keyword : Boycott, Brand Image, Product Quality, Purchase Decision