The Effect of Consumer Perception and Image Restoration Strategy on Organization-Public Relationship (A Case Study of Mcdonald’s Indonesia Facing Boycott of Pro-Israel Products)

Abstract

Objective: The objective of this study is to investigate how organizations can navigate public perception and repair their image during challenging situations. with the aim to examine the effect of consumer perception and the role of McDonald's Indonesia's image restoration strategies through media coverage on organization-public relationships. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. Study case stand out, providing a solid basis for understanding the context of the investigation. Method: This study adopts a quantitative approach, involving the collection, analysis, and interpretation of data to measure and generalize findings from the research sample across various perspectives to attest hypotheses. The research aims to explore the impact of consumer perceptions of McDonald's Indonesia on the organization-public relationship through image restoration strategies following the boycott of pro-Israel products. Results and Discussion: The results obtained revealed indicate a significant positive effect of consumer perception on the organization-public relationship conducted by McDonald’s Indonesia. Additionally, three image restoration strategies—evade responsibility, reduce the offensiveness, and corrective action—participate in effecting organization-public relationships. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of Crisis Communication and Public Relations. These implications could encompass how McDonald's Indonesia, facing a boycott due to a political situation, attempts to repair its public image. It analyzes the role of consumer perception and different communication strategies in this context. Originality/Value: This study contributes to the literature by Examines consumer perception in a specific cultural context , Analyzes the effectiveness of image restoration strategies, and Focuses on a specific consumer group. The relevance and value of this research are evidenced by contributes to the field of crisis communication and public relations by examining consumer perception and image restoration strategies in a specific cultural context with a particular consumer group.