PENGARUH NARASI GEOPOLITIK GLOBAL TERHADAP KONSUMSI LOKAL : STUDI PERSEPSI BOIKOT AQUA DI INDONESIA

Abstrak

Konflik Palestina-Israel telah menimbulkan respons global, termasuk di Indonesia. Salah satu bentuk solidaritas yang muncul adalah aksi boikot terhadap produk yang dianggap terafiliasi dengan Israel, seperti Aqua. Penelitian ini bertujuan untuk mengkaji pengaruh narasi geopolitik global terhadap persepsi dan perilaku konsumsi masyarakat Indonesia. Penelitian dilakukan di Indonesia dengan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui studi dokumentasi dan analisis media sosial. Hasil penelitian menunjukkan bahwa narasi konflik global membentuk persepsi negatif terhadap merek yang diasosiasikan dengan Israel, yang berujung pada perubahan pola konsumsi lokal. Sejalan dengan pernyataan Mahatma Gandhi bahwa “Konsumerisme tanpa kesadaran moral adalah salah satu dosa modern,” dapat disimpulkan bahwa isu geopolitik global mampu menggeser kecenderungan konsumsi masyarakat, meskipun produk tersebut telah lama hadir dan berkontribusi terhadap perekonomian nasional.

The Palestine-Israel conflict has triggered global responses, including in Indonesia. One form of solidarity that has emerged is the boycott of products perceived to be affiliated with Israel, such as Aqua. This study aims to examine the influence of global geopolitical narratives on Indonesian consumers’ perceptions and consumption behavior. The research was conducted in Indonesia using a descriptive qualitative approach. Data collection techniques included document analysis and social media observation. The findings show that global conflict narratives shape negative perceptions toward brands associated with Israel, ultimately leading to shifts in local consumption patterns. In line with Mahatma Gandhi’s statement that “Consumerism without moral consciousness is one of the modern sins,” it can be concluded that global geopolitical issues have the power to influence consumer behavior, even toward products that have long been present and contributed to the national economy.