Shifa Azzahra, . (2026) SRATEGI KOMUNIKASI KRISIS STARBUCKS INDONESIA DALAM MENGELOLA REPUTASI MEREK PADA ISU BOIKOT PALESTINA-ISRAEL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Palestine–Israel conflict has triggered global public opinion dynamics that affect various international brands, including Starbucks. In Indonesia, public sentiment toward this issue has led to widespread boycott campaigns that have impacted brand image. This study aims to analyze the crisis communication strategies implemented by Starbucks Indonesia in addressing the boycott issue and to understand how these strategies influence consumer perceptions. The research adopts a descriptive qualitative approach, with data collection conducted through in-depth interviews with three informants. The findings indicate that Starbucks Indonesia applied a defensive communication strategy by clarifying the company’s position, emphasizing its operational independence in Indonesia, and strengthening messages about its commitment to sustainability and employee welfare. However, these communication responses have not fully reduced negative perceptions among consumers who are sensitive to the boycott issue, while neutral consumers tend to remain unaffected by the boycott campaign. These findings underscore that the effectiveness of crisis communication is determined not only by the messages and communication channels used, but also by the values and political identities of the publics involved in the issue. This study is expected to contribute to the development of crisis communication strategies for global brands operating in socially sensitive environments.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411224] [Pembimbing: Ahmad Zakki Abdullah] [Penguji 1: Drs. Aan Setiadarma] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | crisis communication, brand image, Palestine–Israel conflict, boycott, Starbucks Indonesia. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | SHIFA AZZAHRA |
| Date Deposited: | 06 May 2026 09:04 |
| Last Modified: | 06 May 2026 09:04 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42980 |
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