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All Journal Wahana : Tridarma Perguruan Tinggi Jurnal Public Relations (J-PR)
Prameswari, Theresia Yola
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Nursing Social Sciences

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Image Repair Efforts of Starbucks PT Sari Coffee Indonesia Amid the Global Pro-Israel Boycott Phenomenon (2023-2024) Calista, Swettie Ayu; Bilqis, Thufailah Nafiisah; Prameswari, Theresia Yola; Purbantina, Adiasri Putri
Jurnal Public Relations (J-PR) Vol. 7 No. 1 (2026): April 2026
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jpr.v7i1.11992

Abstract

This study examines the efforts of Starbucks Indonesia in implementing Image Repair Theory strategies to restore its corporate image following allegations of affiliation with Israel. According to Image Repair Theory, there are three main strategies that organizations can use to repair their image when facing such issues: denial, reduction of offensiveness, and corrective action. This study explains the strategies applied by Starbucks Indonesia using a qualitative descriptive research method through literature review, primary data, and secondary data. The findings indicate that Starbucks Indonesia employs two of these strategies, namely denial through official statements rejecting the allegations, and corrective action through social assistance initiatives such as donations. However, the company still tends to rely on reactive approaches, making it vulnerable to the evolving dynamics of socio-political narratives related to the conflict. While these image repair efforts help mitigate negative reputational impacts in the short term, they are not sufficient to fully ensure long-term consumer trust. Therefore, the company needs to enhance transparency and maintain consistency in its corporate social responsibility practices.
GMMTV’s Integrated Marketing Communications (IMC) Strategy for Market Expansion in Indonesia, 2020–2025 Tsabita, Khansa; Prameswari, Theresia Yola; Purbantina, Adiasri Putri
WAHANA Vol 78 No 1 (2026): Wahana Tridarma Perguruan Tinggi
Publisher : LPPM Universitas PGRI Adi Buana Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/wahana.v78i1.11345

Abstract

GMMTV, a Thai entertainment company, excels at global digital content marketing and strategically targets Indonesia. This study analyzes GMMTV’s Integrated Marketing Communication (IMC) strategy for marketing its entertainment products in Indonesia, a Southeast Asian country. The study adopts a descriptive qualitative approach, using secondary data such as official social media posts, Indonesian mass media reports, documentation of promotional activities, audience interactions on digital platforms, and official merchandise materials. Guided by the IMC concept from Kotler and Keller, the research method involves systematically identifying and interpreting how the six IMC components (advertising; online, social media, and mobile communication; events and experiences; word of mouth; publicity and public relations; and packaging) are applied. The results show varying degrees of localization among these components. The strategies emphasize digital media optimization, audience experience, and public exposure in Indonesia, while packaging remains generic and targets the global market. Overall, these findings indicate that GMMTV employs an adaptive marketing communication approach across multiple channels for Indonesian audiences.
Co-Authors Bilqis, Thufailah Nafiisah Calista, Swettie Ayu Purbantina, Adiasri Putri Tsabita, Khansa