Dampak Gerakan Boikot Pada Produk McDonald’s Indonesia Melalui Analisis Citra Merek, Loyalitas Konsumen, dan Minat Beli - Hisan, Khoirotun; Gusnadi, Azzalia; Akmal, Fahril; Aurelia, Alisha Nadine; Maesaroh, Syti Sarah (Innovative: Journal Of Social Science Research, 2024)
Di era globalisasi, peran citra merek, loyalitas konsumen, dan minat beli semakin mendapat perhatian. Gerakan sosial, seperti boikot, secara signifikan mempengaruhi reputasi merek dan preferensi konsumen. Penelitian ini berfokus pada dampak boikot terhadap citra merek, loyalitas konsumen, dan minat beli McDonald's di Indonesia. Dengan menggunakan pendekatan kuantitatif komparatif, data dikumpulkan sebelum dan sesudah gerakan boikot. Hasil penelitian menunjukkan penurunan signifikan pada citra merek, minat beli, dan loyalitas konsumen pasca boikot. Intervensi hubungan masyarakat yang strategis, termasuk kampanye restrukturisasi merek, peningkatan saluran komunikasi, program loyalitas, inovasi menu, dan komunikasi internal, direkomendasikan bagi McDonald's untuk mendapatkan kembali kredibilitas merek, meningkatkan niat membeli, dan memperkuat loyalitas konsumen. Kata Kunci: Boikot McDonald's, Citra Merek, Loyalitas Konsumen, Minat Beli. In the era of globalization, the roles of brand image, consumer loyalty, and purchase intent have gained increasing attention. Social movements, such as boycotts, significantly influence brand reputation and consumer preferences. This study focuses on the impact of boycotts on the brand image, consumer loyalty, and purchase intent of McDonald's in Indonesia. Using a comparative quantitative approach, data was collected before and after the boycott movement. Results showed significant decreases in brand image, purchase intent, and consumer loyalty post-boycott. Strategic public relations interventions, including brand restructuring campaigns, enhanced communication channels, loyalty programs, menu innovations, and internal communication, are recommended for McDonald's to regain brand credibility, increase purchase intent, and strengthen consumer loyalty. Keyword: Brand Image, Consumer Loyalty, McDonald’s Boycott, Purchase Intention.