THE ROLE OF POLITICAL CONTROVERSY, SOCIAL MEDIA ENGAGEMENT, AND BRAND IMAGE ON POST-BOYCOTT BRAND REPUTATION: A CASE STUDY OF FASTFOOD INDUSTRY IN INDONESIA

Maria  Talan; Nani Fitriani

Authors

Maria Glori Talan Perbanas Institute Author
Nani Fitriani Perbanas Institute Author https://orcid.org/0000-0001-9746-0000

Keywords:

Political Controversy, Social Media Engagement, Brand Image, Brand Reputation, McDonald's, Boycott

Abstract

This study aims to analyze the influence of political controversy, social media engagement, and brand image on the brand reputation of McDonald's in Indonesia after the boycott triggered by the Israeli-Palestinian conflict. The research approach used was quantitative with an explanatory method, involving 100 respondents who knew about the boycott issue. Data were analyzed using multiple linear regression through SPSS 30. The results showed that political controversy and brand image had a positive and significant effect on brand reputation, while social media involvement had no significant effect. Simultaneously, all three variables had a significant influence with a determination coefficient of 82.7%, which means that it can explain most of the variations in brand reputation. These findings confirm that brand image is the most dominant factor in maintaining McDonald's reputation in the midst of a socio-political crisis, as well as providing important implications for companies in designing crisis communication and reputation management strategies to maintain consumer trust.

Author Biography

Nani Fitriani, Perbanas Institute

Nani Fitriani received Bachelor degree of Education from State University of Jakarta. She also had completed Master of Humanities at University of Indonesia and Master of Management at Asian Banking Finance and Informatics Institute of Perbanas, Jakarta. The author is certified educator from Indonesia Ministry of education as well as certified at digital marketing from National Agency of Professional Certification (BNSP). Besides completing Doctorate Program in Management at State University of Jakarta, she is currently served as lecturer, deputy head of Bachelor Degree in Management Study Program, and researcher at Asian Banking Finance and Informatics Institute of Perbanas (Perbanas Institute), Jakarta. Her interests are in the area of Management, Ethnomarketing, Marketing Management, and Sharia Marketing.