In an era where the world is increasingly connected through social media, this research aims to explore how consumer trust influences purchasing decisions, particularly for Food and Beverage (F&B) products on the Instagram platform. In recent years, social media has become a powerful space for the spread of social and political movements, including campaigns that call for boycotts of certain brands or products. This study specifically addresses a topic that has garnered considerable public attention in Indonesia the boycott of Pro Israel products.The issue arises alongside growing social and political awareness among Indonesian consumers, many of whom have begun actively choosing to support local products while avoiding brands perceived as being indifferent or insensitive to global humanitarian concerns, such as the Israeli-Palestinian conflict. Consumers increasingly see purchasing as not just a transactional activity, but also a reflection of their values and social stance. To understand this phenomenon, the study employed a survey method using purposive sampling targeting followers of the Instagram account @gerakanbds, account that consistently shares information about the boycott movement. A total of 160 respondents, ranging in age from 17 to 40 years old, took part by completing a structured questionnaire. The questions were designed to measure the degree of trust they place in brands and how that trust affects their decision-making when purchasing F&B products. The collected data was analyzed using path analysis with the SmartPLS tool. The results of this empirical study indicate that trust shaped through the boycott movement has a significant and positive impact on consumer purchasing decisions. These findings reinforce the idea that modern consumers increasingly weigh both product quality and brand social responsibility in their choices.
Rosinta et al. (Sun,) studied this question.