This research aims to explore and analyze the effectiveness of boycott calls against pro- Israel products and their affiliates in the context of consumer purchasing decisions and their impact on local products. The research method used is qualitative, with a focus on observation and literacy studies. Literature study was conducted on data from social media and other sources related to the boycott call. The findings of this study highlight that calls for boycott action have a significant impact on consumer purchasing decisions. Consumers' motivations to engage in the boycott involve ideological, ethical and solidarity factors with the Palestinian people. Local products benefit from positive perceptions related to support for the boycott movement, but are also faced with challenges, such as the need to maintain product quality and manage political tensions. The impact of the threat of a wave of job cuts should be a concern for the Government due to the boycott if it continues. The brand image impact of pro-Israel products and their affiliates decreased, while local products received greater support. Effective marketing strategies, active engagement in political issues, and product innovation were identified as key factors in optimizing the effectiveness of boycott calls. This research provides an in-depth understanding of the complex dynamics between boycott calls, consumer purchasing decisions, and their impact on local products. The implications of these findings can assist producers, stakeholders, and policy makers in developing strategies that are responsive to global political issues and changing market dynamics.
