Strategi Penanganan Krisis melalui Corporate Social Responsibility (CSR) ditinjau dari Situational Crisis Communication Theory (Studi Kasus pada McDonald’s Indonesia Pasca Boikot Produk Pro-Israel)

Patricia, Jesslyn (2024) Strategi Penanganan Krisis melalui Corporate Social Responsibility (CSR) ditinjau dari Situational Crisis Communication Theory (Studi Kasus pada McDonald’s Indonesia Pasca Boikot Produk Pro-Israel). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Konflik Israel-Palestina telah memicu krisis reputasi dan bisnis bagi McDonald's secara global, termasuk di Indonesia, akibat dukungan McDonald's Israel terhadap pasukan IDF. Penelitian ini menyoroti strategi penanganan krisis yang diterapkan oleh McDonald's Indonesia, dengan fokus pada program Corporate Social Responsibility (CSR) "Mekdi untuk Kemanusiaan". Dengan menggunakan pendekatan kualitatif deskriptif, penelitian ini menganalisis efektivitas program dalam memulihkan kepercayaan dan meningkatkan keputusan pembelian konsumen. Data dikumpulkan melalui wawancara semi-terstruktur dengan lima informan yang merupakan konsumen McDonald's Indonesia yang mengikuti perkembangan perang Timur Tengah, serta tinjauan pada media digital yaitu media sosial dan website resmi McDonald's. Hasil penelitian menunjukkan bahwa program CSR tersebut belum sepenuhnya efektif dalam memulihkan kepercayaan dan meningkatkan keputusan pembelian konsumen. Faktor-faktor yang mempengaruhi antara lain: persepsi publik yang menganggap program CSR sebagai pencitraan, pemilihan bentuk CSR filantropi yang kurang tepat, serta kuatnya sentimen agama dan budaya di Indonesia yang mempengaruhi keputusan konsumen. Temuan ini menggarisbawahi kompleksitas penanganan krisis di tengah masyarakat yang sangat dipengaruhi oleh nilai-nilai agama dan budaya, serta pentingnya merancang strategi CSR yang tidak hanya responsif terhadap krisis, tetapi juga mempertimbangkan sensitivitas dan nilai-nilai yang dianut oleh masyarakat. Kata Kunci: Komunikasi Krisis, Tanggung Jawab Sosial, Keputusan Pembelian ABSTRACT The Israel-Palestine conflict has triggered a reputational and business crisis for McDonald's globally, including in Indonesia, due to McDonald's Israel's support for the IDF. This study highlights the crisis management strategy implemented by McDonald's Indonesia, focusing on the Corporate Social Responsibility (CSR) program "Mekdi untuk Kemanusiaan" (Mekdi for Humanity). Using a descriptive qualitative approach, this research analyzes the effectiveness of the program in restoring trust and improving consumer purchasing decisions. Data were collected through semi-structured interviews with five informants who are McDonald's Indonesia consumers following the developments of the Middle East war, as well as a review of digital media, including social media and McDonald's official website. The findings indicate that the CSR program has not been fully effective in restoring trust and improving consumer purchasing decisions. Influencing factors include public perception of the CSR program as mere image-building, the selection of a less appropriate philanthropic CSR form, and the strong influence of religious and cultural sentiments in Indonesia on consumer decisions. These findings underline the complexity of crisis management in a society strongly influenced by religious and cultural values, and the importance of designing CSR strategies that are not only responsive to the crisis but also consider the sensitivities and values held by the community.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Komunikasi Krisis, Tanggung Jawab Sosial, Keputusan Pembelian, Crisis Communication, Corporate Social Responsibility, Purchasing Decision
Subjects:	Communication Science > Corporate Communication Management > Corporate Social Responsibility Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Jesslyn Patricia
Date Deposited:	02 Sep 2024 07:51
Last Modified:	02 Sep 2024 07:51
URI:	https://repository.bakrie.ac.id/id/eprint/10299

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