<![CDATA[This study aims to analyze digital communication in the Starbucks boycott in Indonesia using Social-Mediated Crisis Communication (SMCC) as a framework for understanding the development, dissemination, and interpretation of crisis information, and to analyze financial impact as an indicator of organizational pressure. The study employs a descriptive qualitative approach using secondary data obtained from official Starbucks statements, media reports, digital information, social media documentation, financial reports, and corporate disclosures from MAP Boga Adiperkasa. The analysis was conducted by developing a crisis chronology, mapping actors and information flows based on the components of SMCC, conducting content analysis of organizational responses and media coverage, and comparing MAPB’s quarterly financial indicators from Q1 2023 to Q1 2025. The findings show that the controversy originating from a statement by Starbucks Workers United developed into a reputational crisis through the dissemination of information by influential social media creators, social media followers, social media inactives, conventional media, and consumers. Differences between Starbucks’ official clarification and public narratives caused the issue to develop from a dispute concerning the company’s relationship with its labor union into an issue involving humanitarian concerns, freedom of expression, and consumer decisions. Financially, MAPB’s total revenue declined from USD 70.469 thousand in Q3 2023 to USD 43.989 thousand in Q1 2025, while net income, EPS, and ROE became negative after Q4 2023; however, these changes cannot be attributed exclusively to the boycott because MAPB manages various brands. Starbucks’ communication strategy can combine factual clarification, message consistency, empathy toward humanitarian issues, dialogue with digital publics, management of third-party narratives, communication of concrete actions, and sustainable communication to support the recovery of public trust.]]>
