PENGARUH TINDAKAN CSR KONTROVERSIAL, ISU BOIKOT, DAN E-WOM TERHADAP BRAND IMAGE MCDONALD'S INDONESIA

Alfianti Putri Anjani, . (2024) PENGARUH TINDAKAN CSR KONTROVERSIAL, ISU BOIKOT, DAN E-WOM TERHADAP BRAND IMAGE MCDONALD'S INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Recently, the conflict and genocide involving Israel and Palestine have gained global attention, including in Indonesia. With significant attention, particularly on social media, Brand Image becomes a crucial factor for companies amidst such situations. One notable example is McDonald’s Indonesia, which is perceived to support the acts of genocide, resulting in a decline in its public image. This issue forms the basis of this study, which aims to analyze the influence of Corporate Social Responsibility (CSR) actions, boycott, and Electronic Word of Mouth (E-WoM) on Brand Image using the Partial Least Squares (PLS) method with the Smart PLS 4 software. The study employs a purposive sampling technique, targeting 100 McDonald’s Indonesia customers aged over 17 years, residing in Jabodetabek, and aware of the boycott issue against McDonald’s. The findings of this study reveal that (1) CSR significantly influences Brand Image, (2) boycott does not influence Brand Image, and (3) E-WoM does not influence Brand Image..

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111154] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Prasetyo Hadi] [Penguji 2: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Brand Image, CSR, Boycott, E-WoM
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ALFIANTI PUTRI ANJANI
Date Deposited: 11 Feb 2025 07:05
Last Modified: 11 Feb 2025 07:05
URI: http://repository.upnvj.ac.id/id/eprint/34291

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