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NAVIGATION OF IMAGE IN THE MIDST OF BOYCOTT: MARKETING COMMUNICATION STRATEGIES OF COMPANIES IN RESPONDING TO ISRAELI PRODUCT ISSUES

Jurnal Al-Ijtimaiyyah · Vol. 10 No. 2 (2025) · hlm. 175–195

DOI
10.22373/al-ijtimaiyyah.v10i2.25639
ISSN
2461-0755, 2654-5217
Terbit
2025-10-27
Penerbit
Universitas Islam Negeri Ar-Raniry Banda Aceh
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

This research aims to analyze in depth the marketing communication strategies implemented by KFC, Starbucks, Unilever, and Pizza Hut in facing the boycott of Israeli products. Using a qualitative approach, semi-structured interviews were conducted with managers and marketing staff from company branches in North Sumatra. The data collected was analyzed using Nvivo software, which identified key themes related to determining marketing objectives, segmentation and targeting, as well as differentiation and positioning. The research results show that these companies are able to reduce the negative impact of boycotts by implementing strategies that focus on local adaptation, image strengthening and product innovation. This strategy has proven effective in maintaining consumer loyalty, maintaining market share, and strengthening their position in the global market. These findings emphasize the importance of flexibility, innovation and responsiveness in responding to sensitive global issues.

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  • Universitas Islam Negeri Imam Bonjol Padang
  • Universitas Islam Negeri Sumatera Utara
  • Universitas Satya Negara Indonesia
  • Universitas Halu Oleo
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Ismandianto IsmandiantoAfiliasi tidak diketahui3
Suci RamadhaniAfiliasi tidak diketahui2
Muchid MuchidAfiliasi tidak diketahui2
Mardiah RubaniAfiliasi tidak diketahui2
Zuhriah ZuhriahAfiliasi tidak diketahui2
Josef HadipramanaAfiliasi tidak diketahui2
Siti Zahra ZulainiAfiliasi tidak diketahui2
Muhammad Putra Dinata SaragiAfiliasi tidak diketahui2
Nur Izzati AzizAfiliasi tidak diketahui2
Meirison MeirisonUniversitas Islam Negeri Imam Bonjol Padang1
Bukhari BukhariAfiliasi tidak diketahui1
Desmadi SaharuddinAfiliasi tidak diketahui1
Mistarija MistarijaAfiliasi tidak diketahui1
Ocha MeydianaAfiliasi tidak diketahui1
WARDANA WARDANAAfiliasi tidak diketahui1
Syahril FurqanyAfiliasi tidak diketahui1
Khatibah KhatibahAfiliasi tidak diketahui1
Khairul AzmyAfiliasi tidak diketahui1
Muhamad Shamsul bin IbrahimAfiliasi tidak diketahui1
Almuntarizi AlmuntariziAfiliasi tidak diketahui1
Elfi Yanti RitongaUniversitas Islam Negeri Sumatera Utara1
Rustono Farady MartaUniversitas Satya Negara Indonesia1
Al Ryanne Gabonada GatchoAfiliasi tidak diketahui1
Umar Abdur Rahim SMAfiliasi tidak diketahui1
Muhammad HusniUniversitas Halu Oleo1
Misrah MisrahAfiliasi tidak diketahui1
Mardhiah RubaniAfiliasi tidak diketahui1
Charles Julian Santos NavarroAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://jurnal.ar-raniry.ac.id/index.php/PMI/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">NAVIGATION OF IMAGE IN THE MIDST OF BOYCOTT: MARKETING COMMUNICATION STRATEGIES OF COMPANIES IN RESPONDING TO ISRAELI PRODUCT ISSUES</dc:title>
	<dc:creator xml:lang="en">Sazali, Hasan</dc:creator>
	<dc:creator xml:lang="en">Matondang, Abdul Rahman</dc:creator>
	<dc:creator xml:lang="en">Amal, Bakhrul Khair</dc:creator>
	<dc:creator xml:lang="en">Muhammadi, Qasem</dc:creator>
	<dc:subject xml:lang="en">Boycott</dc:subject>
	<dc:subject xml:lang="en">Innovation</dc:subject>
	<dc:subject xml:lang="en">Marketing Communications</dc:subject>
	<dc:subject xml:lang="en">Strategy</dc:subject>
	<dc:description xml:lang="en">This research aims to analyze in depth the marketing communication strategies implemented by KFC, Starbucks, Unilever, and Pizza Hut in facing the boycott of Israeli products. Using a qualitative approach, semi-structured interviews were conducted with managers and marketing staff from company branches in North Sumatra. The data collected was analyzed using Nvivo software, which identified key themes related to determining marketing objectives, segmentation and targeting, as well as differentiation and positioning. The research results show that these companies are able to reduce the negative impact of boycotts by implementing strategies that focus on local adaptation, image strengthening and product innovation. This strategy has proven effective in maintaining consumer loyalty, maintaining market share, and strengthening their position in the global market. These findings emphasize the importance of flexibility, innovation and responsiveness in responding to sensitive global issues.</dc:description>
	<dc:publisher xml:lang="en">Universitas Islam Negeri Ar-Raniry Banda Aceh</dc:publisher>
	<dc:date>2025-10-27</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://jurnal.ar-raniry.ac.id/index.php/PMI/article/view/25639</dc:identifier>
	<dc:identifier>10.22373/al-ijtimaiyyah.v10i2.25639</dc:identifier>
	<dc:source xml:lang="en">Jurnal Al-Ijtimaiyyah; Vol. 10 No. 2 (2024); 175-195</dc:source>
	<dc:source>2461-0755</dc:source>
	<dc:source>2654-5217</dc:source>
	<dc:source>10.22373/al-ijtimaiyyah.v10i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://jurnal.ar-raniry.ac.id/index.php/PMI/article/view/25639/10228</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Hasan Sazali, Abdul Rahman Matondang, Bakhrul Khair Amal, Qasem Muhammadi</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>