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/g2z8er90Kata Kunci:
Product Boycott; Palestine–Israel Conflict; Issue Management; Pizza Hut Indonesia; Corporate Reputation.Abstrak
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.
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