The Effect of Boycott Issue Management Related to the Palestine–Israel Conflict on the Reputation of Pizza Hut Indonesia: A Survey of 2022 Students of the Faculty of Social and Political Sciences, Universitas Muhammadiyah Jakarta
DOI:
https://doi.org/10.65310/g2z8er90Keywords:
Product Boycott; Palestine–Israel Conflict; Issue Management; Pizza Hut Indonesia; Corporate Reputation.Abstract
This study examines the effect of issue management concerning the boycott of products associated with the Palestine–Israel conflict on the corporate reputation of Pizza Hut Indonesia among 2022 students of the Faculty of Social and Political Sciences, Universitas Muhammadiyah Jakarta. The study employed a quantitative approach within a positivist paradigm using an explanatory survey design. The population consisted of 346 students, from which 186 respondents were selected using the Slovin formula with a 5% margin of error and a non-probability purposive sampling technique. Data were collected through a structured four-point Likert-scale questionnaire and analyzed using IBM SPSS Statistics version 27 through descriptive analysis, a linearity test, simple linear regression, the coefficient of determination, and a t-test. The results show that issue management was rated at a high level, with a mean score of 3.19, while the corporate reputation of Pizza Hut Indonesia also received a high mean score of 3.25. The regression equation was Y = 4.673 + 0.717X, with a correlation coefficient of 0.903 and a coefficient of determination of 0.816. The calculated t-value of 28.548 exceeded the critical value of 1.973, with a significance level below 0.001. These findings indicate that issue management has a positive and significant effect on Pizza Hut Indonesia’s corporate reputation and explains 81.6% of the variation in reputation within the observed population. The findings confirm the strategic role of issue identification, issue analysis, strategy formulation, program implementation, and evaluation in maintaining corporate reputation during boycott pressure associated with geopolitical conflict.
Downloads
References
Adawiyah, S. E. (2020). Pengantar Public Relations. Buku Litera.
Ahmad, F., Guzmán, F., & Al-Emran, M. (2024). Brand activism and the consequence of woke washing. Journal of Business Research, 170, 114362. https://doi.org/10.1016/j.jbusres.2023.114362
Ahmad, F., Guzmán, F., & Kidwell, B. (2022). Effective messaging strategies to increase brand love for sociopolitical activist brands. Journal of Business Research, 151, 609–622. https://doi.org/10.1016/j.jbusres.2022.07.031
Akrout, H., & Mrad, M. (2023). Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation. Journal of Business Research, 154, 113289. https://doi.org/10.1016/j.jbusres.2022.08.053
Alharbi, K., Kim, J. K., Noland, C., & Carter, J. (2022). When corporate social advocacy meets controversial celebrity: The role of consumer–brand congruence and consumer-celebrity congruence. Sustainability, 14(3), 1811. https://doi.org/10.3390/su14031811
Arifiana, L., Aqmala, D., Cahya, H. N., & Damar, H. (2025). Pengaruh Citra Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Konsumen Pizza Hut. Dinamika: Jurnal Manajemen Sosial Ekonomi, 5(1), 22–33.
Ayuni, R. D., Hayat, M. A., Apriliyanti, R., & Zebua, W. D. A. (2024). Respon Krisis Humas Restoran Cepat Saji Dalam Menghadapi Isu Konflik Timur Tengah. Jurnal Ilmu Komunikasi, 6(3), 305–319.
Azhari, N. D., & Wardhana, A. (2025). Pengaruh brand loyalty dan brand image terhadap keputusan pembelian Pizza Hut Indonesia pada masa boikot. e-Proceeding of Management, 12(3), 1205–1215.
Becheri, J. de O., Santos, L. T., Sugano, J. Y., & Leme, P. H. M. V. (2022). Political consumerism: An integrative review. Contextus – Contemporary Journal of Economics and Management, 20. https://doi.org/10.19094/contextus.2022.77887
Bravo, O. S.-A. C. (2024). Testing the effects of moral intensity news frames on consumer boycott intention. Journal of Consumer Marketing, 41(2), 226–238. https://doi.org/10.1108/JCM-06-2022-5413
Cammarota, A., D’Arco, M., Marino, V., & Resciniti, R. (2023). Brand activism: A literature review and future research agenda. International Journal of Consumer Studies, 47(5), 1669–1691. https://doi.org/10.1111/ijcs.12967
Coman, I. A., Yuan, S., & Tsai, J.-Y. (2022). Toward an audience-centric framework of corporate social advocacy strategy: An exploratory study of young consumers from Generation Z. Sustainability, 14(7), 4099. https://doi.org/10.3390/su14074099
Dominic, E. D., Mahamed, M., Abdullah, Z., & Hashim, N. B. (2022). A quantitative study on SCCT: Examining the relationships between crisis response strategy, crisis history, and crisis type on organisational reputation: Nigerian perspective. International Journal of Academic Research in Progressive Education and Development, 11(4). https://doi.org/10.6007/IJARPED/v11-i4/15788
Haikal, M., Azzahra, R., Niewasita, R. A., & Izzan, M. (2024). Pengaruh religiusitas terhadap intensi boikot mahasiswa UI untuk produk terafiliasi Israel. Jurnal Manajemen dan Usahawan Indonesia, 47(2), 29–46.
Handayani, D., & Fauzi, A. (2023). Dampak isu boikot produk global terhadap citra dan kepercayaan konsumen. Jurnal Manajemen dan Bisnis, 10(3), 88–99.
Herani, R. (2025). For Palestine or for us too? Examining Indonesian youth’s willingness to buy local products amid the Israel boycott. Journal of Islamic Marketing, 16(7), 1880–1903. https://doi.org/10.1108/JIMA-05-2024-0205
Herman, M. D. A. S., & Salehudin, I. (2026). How faith fuels boycotts: Consumer activism against pro-Israel brands in a religiously diverse society. Journal of Islamic Marketing, 17(1), 371–399. https://doi.org/10.1108/JIMA-10-2024-0490
Hino, H. (2024). The influence of economic antisemitism on boycotting Israeli products: The case of French consumers. Israel Affairs, 30(4), 600–623. https://doi.org/10.1080/13537121.2024.2367880
Jedicke, E. M., Arnold, C., & Lindenmeier, J. (2025). The dynamics of consumer boycott intention: Examining the roles of moral reasoning, cognitive dissonance, and self-congruence. Journal of Business Research, 189, 115127. https://doi.org/10.1016/j.jbusres.2024.115127
Kartika, M., Suryasuciramdhan, A., Zulfikar, M., Manalu, M. R., & Fitriani, M. (2024). Manajemen Krisis Mcd Indonesia (Studi Kasus Boikot Produk Pro Israel). Jurnal Ilmiah Ilmu Komunikasi Communique, 7(1), 51–57. https://doi.org/10.62144/jikq.v7i1.375.
Kelm, O. (2024). News consumption, expressive social media activities, political discussions, and political consumerism: Examining reciprocal relations with panel data. Information, Communication & Society, 27(7), 1351–1377. https://doi.org/10.1080/1369118X.2023.2255657
Kim, C., Yan, X., Kim, J., Terasaki, S., & Furukawa, H. (2022). Effect of consumer animosity on boycott campaigns in a cross-cultural context: Does consumer affinity matter? Journal of Retailing and Consumer Services, 69, 103123. https://doi.org/10.1016/j.jretconser.2022.103123
Kustiawati, K., Setiadarma, A., & Priliantini, A. (2019). Strategi Public Relations dalam Manajemen Isu Keamanan Pangan di Pizza Hut Indonesia. Jurnal Komunika: Jurnal Komunikasi, Media Dan Informatika, 8(1), 53–62. https://doi.org/10.31504/komunika.v8i1.1876.
Kusumawati, A., & Ishamiyya, R. S. (2025). From intention to action: How boycott motivation influences consumer behavior toward Israel-affiliated brands. Journal of Consumer Sciences, 10(3), 484–508. https://doi.org/10.29244/jcs.10.3.484-508
Kyroglou, G., & Henn, M. (2022). On measuring political consumerism: An exploratory study among young people in the UK and in Greece. Social Indicators Research, 163, 1191–1220. https://doi.org/10.1007/s11205-022-02931-8
Liaukonytė, J., Tuchman, A., & Zhu, X. (2023). Frontiers: Spilling the beans on political consumerism: Do social media boycotts and buycotts translate to real sales impact? Marketing Science, 42(1), 11–25. https://doi.org/10.1287/mksc.2022.1386
Mady, K., Salaheldeen, M., Refaat, H., & Battour, M. (2025). The impact of social media on consumer boycotts: Mediating roles of animosity, behavioral control, and efficacy. Social Sciences & Humanities Open, 12, 102041. https://doi.org/10.1016/j.ssaho.2025.102041
Miguel, A., & Miranda, S. (2023). Brand activism effectiveness: The predictors and potential effects of brand activist actions. Media & Jornalismo, 23(42), 147–169. https://doi.org/10.14195/2183-5462_42_8
Mirzaei, A., Wilkie, D. C., & Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1–12. https://doi.org/10.1016/j.jbusres.2021.09.044
Pöyry, E., & Laaksonen, S.-M. (2022). Opposing brand activism: Triggers and strategies of consumers’ antibrand actions. European Journal of Marketing, 56(13), 261–284. https://doi.org/10.1108/EJM-12-2020-0901
Pramesta, N. I., Setiyono, W. P., & Sriyono. (2025). Pengaruh profitabilitas, likuiditas, dan leverage terhadap harga saham pada sektor industri konsumsi di BEI dalam konteks isu geopolitik. PARADOKS: Jurnal Ilmu Ekonomi, 8(2), 110–122.
Ramadhan, R., & Aisyah, S. N. (2022). Pengaruh fatwa MUI tentang boikot produk Israel terhadap persepsi masyarakat. Jurnal Komunikasi Massa, 7(1), 45–58.
Riyadi, S., Munip, A., Junaidi, A., Buaja, T., Shaddiq, S., Nining, & Andriani. (2025). Analisis Dampak Boikot Produk Terafiliasi Israel Pada Perusahan Yang Listing Di Bursa Efek Indonesia. Jurnal Ekonomi dan Bisnis, 6(1), 167–186.
Sabilla, H. F., Firdaus, R. Z., Made, N., & Sugianingsih, W. (2025). Analisis Faktor Brand Switching Bagi Konsumen Pizza Hut di Tengah Konflik Israel-Palestina Dengan Pendekatan Push Pull Mooring. Seminar Nasional Riset Terapan, 14(1), 393–407.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Ed. 2). Alfabeta.
Sunaryanto, K., & Noviyanti, T. L. (2025). Pengaruh brand image terhadap purchase intention dimediasi oleh brand trust pada American fastfood di masa fenomena boikot. MAMEN (Jurnal Manajemen), 4(4), 310–325.
Thürridl, C., & Mattison Thompson, F. (2023). Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand. Marketing Letters, 34, 685–696. https://doi.org/10.1007/s11002-023-09677-4
Wannow, S., Haupt, M., & Ohlwein, M. (2024). Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism. Journal of Brand Management, 31, 168–192. https://doi.org/10.1057/s41262-023-00326-9
Wibowo, P., Hapsari, R. D., & Ascha, M. C. (2024). Respon Publik Terhadap Fatwa Boikot Produk Israel Oleh Majelis Ulama Indonesia. Journal Publicuho, 7(1), 382–395.
Woodside, A. G., Akrout, H., & Mrad, M. (2023). Consumer hate and boycott communications of socially irresponsible fashion brands: Applying complexity theory in psychology and marketing research. Psychology & Marketing, 40(10), 1986–2015. https://doi.org/10.1002/mar.21890
Xie, S., Wei, H., & Chen, S. (2024). Power from words: The influence of brand activism message framing on consumer purchase intention. Psychology & Marketing, 41(11), 2625–2644. https://doi.org/10.1002/mar.22073
Yadav, A., & Chakrabarti, S. (2022). Brand hate: A systematic literature review and future research agenda. International Journal of Consumer Studies, 46(5), 1992–2019. https://doi.org/10.1111/ijcs.12772
You, L., & Hon, L. (2022). Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy. Public Relations Review, 48(5), 102233. https://doi.org/10.1016/j.pubrev.2022.102233
Zhang, X. A., & Borden, J. (2024). How legitimate are corporate social advocacy campaigns? An examination of the role of legitimacy in stakeholder perceptions of CSA. Journal of Marketing Communications, 30(1), 123–147. https://doi.org/10.1080/13527266.2022.2105931
Zhong, P., & Kim, C. (2025). When are global fashion companies socially irresponsible? Relations among misleading information, brand betrayal and saving face in consumer boycotts. Journal of Fashion Marketing and Management, 29(6). https://doi.org/10.1108/JFMM-08-2024-0337
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hawa Arofah Qudsy, Sa’diyah El Adawiyah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
