Analisis Dampak BDS Campaign (Boikot, Divestasi dan Sanksi) Terhadap Perilaku Brand-Switching Konsumen Muslim dari Brand Terafiliasi Israel ke Brand Lokal : Studi Kasus Konsumen KFC Kota Surabaya

Analysis of the Impact of the BDS Campaign (Boycott, Divestment, and Sanctions) on the Brand-Switching Behavior of Muslim Consumers from Israel-Affiliated Brands to Local Brands: A Case Study of KFC Consumers in Surabaya

Penelitian ini bertujuan untuk menganalisis dampak BDS campaign (boikot, divestasi dan sanksi) terhadap perilaku brand-switching konsumen Muslim dari brand terafiliasi Israel ke brand lokal, dengan studi kasus konsumen KFC Kota Surabaya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian menunjukkan bahwa kampanye BDS mempengaruhi persepsi dan perilaku konsumen, yang tercermin dari meningkatnya kesadaran terhadap isu kemanusiaan, serta keinginan berpindah ke produk lokal yang dinilai lebih etis. Temuan ini menunjukkan bahwa penurunan penjualan pada brand terafiliasi Israel seperti KFC memberikan peluang bagi brand lokal untuk meningkatkan daya saing dan penerimaan pasar.

Kata Kunci : BDS Campaign, Boikot, Brand-Switching, Konsumen Muslim, KFC, Brand Lokal.

This study aims to analyze the impact of the BDS campaign (boycott, divestment, and sanctions) on the brand-switching behavior of Muslim consumers from Israel-affiliated brands to local brands, using a case study of KFC consumers in Surabaya. This research employs a qualitative approach with a case study method. The findings show that the BDS campaign influences consumer perceptions and behavior, as reflected in the growing awareness of humanitarian issues and a tendency to shift to local products perceived as more ethical. These findings indicate that the decline in sales of Israel-affiliated brands such as KFC presents opportunities for local brands to enhance their competitiveness and market acceptance.

Keywords: BDS Campaign, Boycott, Brand Switching, Muslim Consumers, KFC, Local Brands.