Opini Publik Kota Serang Mengenai Reputasi Unilever di Tengah Dinamika Isu Boikot
DOI:
https://doi.org/10.55606/jurripen.v4i3.6747Keywords:
Boycott, Corporate Reputation, Public Response, S-O-R Theory, UnileverAbstract
The boycott of companies suspected of having ties to Israel has drawn public attention, including Unilever. This research was motivated by the need to understand how Unilever, impacted by the boycott, is attempting to restore its reputation in the eyes of the public. Specifically, this research aims to analyze how the people of Serang City respond to these efforts amidst the turmoil of this sensitive issue. The study used a quantitative approach based on the S-O-R (Stimulus-Organism-Response) theory. Data were collected through questionnaires distributed to 400 respondents in Serang City. The main focus of the analysis was on three Unilever strategies: a statement of non-involvement in the genocide, providing aid to refugees in Egypt, and offering product discounts at local retailers. The S-O-R theory was used to observe how the company's communication stimuli generate psychological responses and public attitudes toward brand reputation. The study results showed that 68.12% of respondents responded positively to Unilever's efforts, although this figure only slightly exceeded the minimum threshold set in the hypothesis. The majority of the public is more familiar with discount efforts than humanitarian aid or official clarification. Therefore, information transparency and strengthened crisis management need to be optimized to clarify Unilever's position and sustainably strengthen the company's reputation amidst sensitive social and political issues.
Downloads
References
Abidin, A. R., Abidin, M., Pendidikan, D. P., Islam, A., Ambon, I., Universitas, D., Negeri, I., & Makassar, A. (2021). Urgensi komunikasi model stimulus organism response (S-O-R) dalam meningkatkan kualitas pembelajaran (Vol. 6, Issue 2). https://doi.org/10.33477/alt.v6i2.2525
Afandi, A. A., Supaijo, & Ningsih, N. W. (2019). Pengaruh Islamic Corporate Social Responsibility (ICSR) terhadap reputasi perusahaan. Adzkiya.
Anggara, A. P. (2021). Manajemen krisis PT. Kereta Api Indonesia (Persero) di masa pandemi Covid-19. Jurnal Hubungan Masyarakat, 6.
Aziiz, I. N. (2023). Analisis manajemen krisis: Studi kasus PT Garuda Indonesia. Universitas Islam Walisongo. https://www.researchgate.net/publication/374867745
Dewi, S. S., Wahyudi, O. B., & Yogatama, A. (2021). Reputasi Unilever di masyarakat Indonesia pasca krisis dukung komunitas LGBTQ+. Jurnal E-Komunikasi, 9.
Effendy, O. U. (2005). Ilmu komunikasi: Teori dan filsafat komunikasi. PT. Citra Aditya Bakti.
Erfina. (2023). Implementasi peran public relation dalam membangun reputasi PT Cakrawala Dinamika Energi. Universitas Dehasen Bengkulu. https://doi.org/10.37676/mude.v2i3.4365
Fahruddin, Z. A., & Prayudha, H. H. (2023). Strategi komunikasi dalam meningkatkan reputasi Universitas Muhammadiyah Malang. Jurnal Ilmu Komputer dan Sistem Informasi (Jikomsi), 6(2), 55–63.
Firman, M. (2024). Strategi public relations Unilever Indonesia dalam menjaga reputasi pasca isu boikot pro-Israel. Jurnal Ilmiah Ekonomi dan Manajemen, 2(6), 171–178. https://ejurnal.kampusakademik.co.id/index.php/jiem/article/view/1319
Hayati, N., Wardhana, M. A., & Mustaqim, Y. (2024). Dinamika kinerja keuangan PT Unilever Indonesia Tbk pasca-boikot dari perspektif Islam. Jurnal Ekonomi Islam, 20(2), 62–71.
Ilham, P. A. (2024). Persepsi konsumen tentang isu boikot produk Aqua di TikTok. Institut Agama Islam Negeri Curup.
Kahardja, I. W. (2022). Strategi komunikasi mempertahankan reputasi organisasi dalam manajemen krisis dengan menggunakan teori komunikasi krisis situasional. Syntax Literate; Jurnal Ilmiah Indonesia, 7(1), 530. https://doi.org/10.36418/syntax-literate.v7i1.5738
Kartika, M., Surya, A., Ramdhan, S., Zulfikar, M., Reihan Manalu, M., & Fitriani, M. (2024). Manajemen krisis McD Indonesia (Studi kasus boikot produk pro-Israel). Communique, 7(1). https://doi.org/10.62144/jikq.v7i1.375
Laksonowati, P. D. (2022). Peran komunikasi interpersonal terhadap kepuasan pelanggan di Warung Bajak Laut Kediri. Jurnal Komunikasi Terapan, 8(5), 2003–2005.
Lestari, P. (2024). The role of religiosity, consumer animosity, and ethnocentrism in explaining the boycott motivation. Journal of Islamic Economics and Finance Studies, 5(1), 134–152. https://doi.org/10.47700/jiefes.v5i1.7755
Marantika, S., Salsabila, A., Riva, V., & Sanjaya, V. F. (2025). Respons konsumen terhadap brand reputasi Kentucky Fried Chicken (KFC) dalam pemboikotan Israel. Jurnal Kajian Ilmu dan Teknologi (JKIT), 1(2), 2025. https://doi.org/10.71200/jkit.v1i2.8
Rahma, F., Anwar, A., & Oktaviyah, N. (2024). Boikot produk Unilever: Adakah dampaknya terhadap return saham PT Unilever Indonesia? Iqtisasuna, 10(83), 384–395. https://doi.org/10.24252/iqtisaduna.v10i2.52474
Rihadatul'aisy, R., & Yuningsih, A. (2023). Program Bandung Menjawab sebagai implementasi humas digital Kota Bandung. Bandung Conference Series: Public Relations. https://doi.org/10.29313/bcspr.v4i1.11413
Salma, S. (2024). Pengaruh model S-O-R terhadap perilaku pembelian impulsif konsumen dalam live streaming commerce (Studi kasus pada konsumen Shopee Live). Universitas Lampung.
Syahputra, I. (2019). Opini publik. Simbiosa Rekatama Media.
Yuanita, D. (2021). Peran key opinion leader dalam strategi public relations pada komunikasi krisis perusahaan. Profesi Humas, 6(1). https://doi.org/10.24198/prh.v6i1.29693
Zulfikar, M., Handayani, P., Nasrudin, A., Lailatul, D., & Andini, O. P. (2023). Internal communication in creating performance synergy. Madani Jurnal Politik dan Sosial Kemasyarakatan, 15(02), 285–298. https://doi.org/10.52166/madani.v15i02.4815
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 JURNAL RISET RUMPUN ILMU PENDIDIKAN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
_001.jpg)
