MARKETING BOYCOTT MODEL IN INDONESIA: A STUDY USING SOCIAL IDENTITY AND PLANNED BEHAVIOR THEORIES

Authors

Sri Yusriani Universiti Sains Malaysia
Dr. Shine Pintor Siolemba Patiro Universitas Terbuka
Dr. Kresno Agus Hendarto National Research and Innovation Agency, Indonesia
Dr. Muji Gunarto Bina Darma University

Keywords:

social-identity expressiveness, self-identity expressiveness, marketing boycott, Theory of Planned Behavior (TPB), Quantitative Approach

Abstract

This paper explores the role of self-identity expressiveness and social-identity expressiveness within the framework of marketing boycotts of products perceived to be affiliated with Israel in Indonesia. An extended version of the Theory of Planned Behavior (TPB), incorporating a broader range of identity and social influences, is developed and tested. The sample size consists of 571 individuals from Jakarta, Bogor, Depok, Tangerang, and Bekasi. Purposive sampling was employed for data collection. The data analysis was conducted using structural equation modeling (SEM) with IBM SPSS AMOS software. As hypothesized, self-identity expressiveness and social-identity expressiveness are significant determinants of behavioral intentions. The paper also examines the relationships between self-identity expressiveness and attitude, and between social-identity expressiveness and subjective norm. The results show that the concept of subjective norm alone is sufficient to capture the broad range of identity and social influences driving behavioral intentions. Implications for marketing managers and scholars are discussed.

Keywords: social-identity expressiveness; self-identity expressiveness; marketing boycott; Theory of Planned Behavior (TPB)

Author Biographies

Sri Yusriani, Universiti Sains Malaysia

Sri Yusriani is the leader of the alumni association and a lecturer in the Postgraduate Studies program at the Indonesian Open University, specializing in Communication Science and Human Resources Management. She successfully defended her master's thesis in January 2024 as the top alumna and is now beginning her PhD research program at USM, Malaysia.
Professionally, she has excelled in supply chain management and the HRM division at FK Distribution Denmark and has also contributed to ICRC Denmark. Known for her skills in writing and public speaking, Yusriani has received many awards and has actively mentored more than 80 authors in scientific writing, demonstrating her commitment to sharing knowledge and serving the community. She is also a leader of student and alumni organizations.
Yusriani's educational background includes completing high school at SMU YKPP 1 Komperta Plaju Palembang in 2001, studying Geography at Padang State University, and Arabic Language Education at the Indonesian Education University from 2002 to 2005. She also pursued foreign language studies, studying Polish at Jagiellonian University in Krakow from 2010 to 2012. Sri Yusriani has been recognized as the best moderator and presenter at several international conferences and has served as a reviewer for multiple journals. Since 2022, she has been attending the Danish language school 'Sprogskoler' in Billund, Denmark.
Outside of her professional and academic career, Yusriani has been recognized for her achievements in English speech and Islamic short story writing competitions in Indonesia. Along with her research colleagues, she won second place in the master's thesis competition at the 14th IEOM (International Conference on Industrial Engineering and Operations Management) in Dubai, UAE, in February 2024, third-best paper at the 6th ISBEST 2023, Best Moderator at ICBEM 2023, and was awarded Best Presenter at ISC-BEAM UNJ in June 2024. Additionally, she won the Best Paper award in the Digital Muslim Review Islamic Studies Journal at UIN Banten in 2024, and her team received the Best Paper award in HRM at Telkom University SCBTII in July 2024 in Bandung. Yusriani won best paper in Doctoral Dissertation Awards and Master Thesis Awards in Asia Pasific IEOM, Tokyo in September 2024 with her research partners, Dr. Shine Pintor Siolemba Patiro and Dr. Muji Gunarto. In September 2024 'till March 2025, She also has been selected to join WESEP training course program provided by EU ErasmusPlus Project in Luxembourg. She also won the Best Paper Award for her research at ICHESMET 2024 and with teamwork in Humanities track, and Most Outstanding Best Presenter Awards in that International Conference, held at Newton International College, Kuala Lumpur, in December 2024. email: sriyusriani_syspsp@student.usm.my

https://orcid.org/0009-0000-8576-1949

https://www.researchgate.net/profile/Sri-Yusriani

Dr. Shine Pintor Siolemba Patiro, Universitas Terbuka

Dr. Shine Pintor Siolemba Patiro is an esteemed Associate Professor at the Faculty of Economics and Business, Postgraduate Studies at Indonesia Open University, where he currently serves as the Deputy Director for Non-Academic Affairs of the Graduate School, Universitas Terbuka. He earned his doctoral degree from Gadjah Mada University in Jogjakarta, Indonesia, 2016. Dr. Patiro is a prolific author, having published multiple books and numerous scientific articles in Scopus, international proceedings and Sinta-indexed journals, also won some best papers awards. As a senior lecturer and department head, he consistently inspires and motivates his students to achieve excellence in their academic and professional endeavors. With a profound passion for scientific writing and renowned expertise in quantitative research, Dr. Patiro is a respected figure in his field, widely recognized for his scholarly contributions and mentorship.

https://orcid.org/0000-0001-7912-4724
https://www.researchgate.net/profile/Shine-Pintor

Dr. Kresno Agus Hendarto, National Research and Innovation Agency, Indonesia

Dr. Kresno Agus Hendarto,

National Research and Innovation Agency, Indonesia

https://orcid.org/0000-0002-6808-1500

Dr. Muji Gunarto, Bina Darma University

Dr. Muji Gunarto is an Associate Professor at the Faculty of Social Sciences and Humanities, Bina Darma University, Palembang, Indonesia, where he serves as the Functional Head of Management. He earned his undergraduate degree from the Faculty of Statistics at Padjajaran University in Bandung, Indonesia, and holds a Master of Science degree from Sriwijaya University in Palembang. His Doctoral degree was obtained from the Doctoral Program at the University of Education Indonesia.
Dr. Gunarto has published several books and scientific works in Scopus and Sinta-indexed journals, achieving recognition for best papers. Along with his research colleagues, he secured second place in the master's thesis competition at the IEOM (International Conference on Industrial Engineering and Operations Management) held in Malaysia in 2022 and again in Dubai, UAE, in February 2024. With His research partners, He also won the Best Paper Award for humanities and management track research at ICHESMET 2024, held at Newton International College, Kuala Lumpur, in December 2024.

https://orcid.org/0000-0001-9494-2127

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Published

2025-07-28

How to Cite

Yusriani, S., Patiro, S. P. S., Hendarto, K. A., & Gunarto, M. (2025). MARKETING BOYCOTT MODEL IN INDONESIA: A STUDY USING SOCIAL IDENTITY AND PLANNED BEHAVIOR THEORIES. International Journal of Business and Society, 26(1). Retrieved from https://publisher.unimas.my/ojs/index.php/IJBS/article/view/8435

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Vol. 26 No. 1 (2025): International Journal of Business and Society

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