PENGARUH KAMPANYE BOIKOT PRO-ISRAEL, TIKTOK DISCOUNT PROMOTION DAN SERVICE QUALITY TERHADAP MINAT BELI ULANG DALAM PERSPEKTIF BISNIS ISLAM (Studi pada pelanggan Domino’s Pizza di Kota Bandar Lampung)

CINDY, ADELIA PUTRI (2026) PENGARUH KAMPANYE BOIKOT PRO-ISRAEL, TIKTOK DISCOUNT PROMOTION DAN SERVICE QUALITY TERHADAP MINAT BELI ULANG DALAM PERSPEKTIF BISNIS ISLAM (Studi pada pelanggan Domino’s Pizza di Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan media digital serta meningkatnya kesadaran sosial masyarakat Muslim telah memengaruhi pola perilaku konsumsi, khususnya dalam industri makanan cepat saji. termasuk dalam fenomena boikot terhadap perusahaan yang diduga memiliki afiliasi dengan Israel. Selain itu, promosi digital seperti TikTok discount promotion dan kualitas pelayanan menjadi faktor penting yang berpotensi memengaruhi keputusan konsumen untuk melakukan pembelian ulang. Penelitian ini bertujuan untuk menganalisis pengaruh kampanye boikot Pro-Israel, TikTok discount promotion, dan service quality terhadap minat beli ulang pada Domino’s Pizza di Kota Bandar Lampung dalam perspektif bisnis Islam. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel sebanyak 100 responden yang telah melakukan pembelian minimal dua kali di Domino’s Pizza Bandar Lampung serta mengetahui isu boikot dan promosi diskon TikTok. Pengolahan data dilakukan menggunakan aplikasi SmartPLS 4 untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa kampanye boikot pro-Israel berpengaruh negatif dan signifikan terhadap minat beli ulang konsumen. TikTok discount promotion tidak berpengaruh signifikan terhadap minat beli ulang, sedangkan service quality juga terbukti berpengaruh positif dan signifikan terhadap minat beli ulang konsumen. Secara bersama-sama, variabel kampanye boikot ProIsrael, TikTok Discount Promotion, dan service quality mampu menjelaskan minat beli ulang konsumen. Dalam perspektif bisnis Islam, hasil penelitian ini menegaskan pentingnya penerapan etika syariah seperti kejujuran, keadilan, dan amanah dalam kegiatan pemasaran dan pelayanan agar perusahaan mampu mempertahankan kepercayaan serta loyalitas konsumen Muslim. Kata Kunci: Kampanye Boikot Pro-Israel, TikTok Discount Promotion, Service Quality, Minat Beli Ulang. ABSTRACT The development of digital media and the growing social awareness among Muslim communities have influenced consumption patterns in the fast-food industry, including the phenomenon of boycotting companies suspected of having affiliations with Israel. In addition, digital promotions such as TikTok discount promotion and service quality have become important factors that may affect consumers' decisions to make repeat purchases. This study aims to analyze the influence of pro-Israel boycott campaigns, TikTok discount promotion, and service quality on repurchase intention at Domino’s Pizza in Bandar Lampung from an Islamic business perspective. This research employs a quantitative method with a sample of 100 respondents who have made at least two purchases at Domino’s Pizza Bandar Lampung and are aware of the boycott issue and TikTok discount promotions. Data were processed using the SmartPLS 4 application approach to examine the relationships among variables. The results indicate that the pro-Israel boycott campaign has a negative and significant effect on consumers repurchase intention. TikTok discount promotion does not have a significant effect on repurchase intention. while service quality is proven to have a positive and significant effect on repurchase intention. Simultaneously, the three variables have a significant influence on repurchase intention. From the perspective of Islamic business, the findings emphasize the importance of applying Sharia ethics such as honesty, fairness, and trustworthiness in marketing and service activities to maintain the trust and loyalty of Muslim consumers. Keywords: Pro-Israel Boycott Campaign, TikTok Discount Promotion, Service Quality, Repurchase Intention.

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