Fenomena gerakan boikot produk yang berkaitan erat dengan peningkatan sentimen keagamaan dan peran influencer sebagai penentu keputusan pembelian menjadi latar belakang utama di dalam penelitian ini. Hasil pra-riset menunjukkan banyak konsumen muslim Gen Z menunjukkan terjadinya kontradiksi antara kesadaran sosial dan keputusan konsumen, karena nilai keagamaan dan sosial bersaing dengan presepsi kualitas dan kemudahan akses produk. Penelitian ini bertujuan untuk mengeksplorasi dampak gerakan boikot, religious animosity, dan influencer marketing terhadap keputusan pembelian produk Unilever pada konsumen muslim generasi Z.
Penelitian ini menerapkan metode kuantitatif dengan melibatkan 100 responden sebagai sampel, yang diperoleh menggunakan rumus Lemeshow. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring menggunakan Google Form, dengan pengukuran jawaban responden menggunakan skala Likert. Proses analisis data dilakukan menggunakan perangkat lunak SPSS versi 25 dengan pendekatan regresi linier berganda. Berdasarkan hasil analisis, ditemukan bahwa variabel gerakan boikot dan religious animosity memiliki pengaruh negatif yang signifikan terhadap keputusan pembelian, sedangkan variabel influencer marketing menunjukkan pengaruh positif yang signifikan terhadap keputusan pembelian produk Unilever.

ABSTRACT:
The phenomenon of a possible product boycott movement associated with increased religious sentiment and the role of influencers as determinants of purchasing decisions are the main backgrounds in this study. Pre-research results show that many Gen Z Muslim consumers exhibit a contradiction between social awareness and consumer decisions, as religious and social values compete with perceived product quality and accessibility. This study aims to explore the impact of movement boycotts, religious animosity, and influencer marketing on purchasing decisions for Unilever products among Generation Z Muslim consumers.
This research applies a quantitative method involving 100 respondents as a sample, which is obtained using the Lemeshow formula. Data collection was carried out through distributing questionnaires online using Google Form, with measurement of respondents' answers using a Likert scale. The data analysis process was carried out using SPSS version 25 software with a multiple linear regression approach. Based on the results of the analysis, it was found that the product boycott variable and religious animosity have a significant negative influence on purchasing decisions, while the influencer marketing variable shows a significant positive influence on purchasing decisions of Unilever products.