Analisis Pembentukan Citra Mcdonald’s Indonesia Pasca Terbitnya Press Release Perusahaan Terkait Kontroversi Keberpihakan dalam Konflik Palestina-Israel pada Mahasiswa USU

Abstract

This research aims to determine how the image building process of McDonald's Indonesia was affected by 3 company's press release related to the controversy of siding in the Palestinian-Israeli conflict on USU students who are consumers of McDonald's Indonesia. To this end, qualitative research methods were employed. This research is based on the Image building Model by John Nimpeno, which states that there are four components of image building: perception, cognition, motivation, and attitude. Data collection techniques were conducted through semi-structured in-depth interviews and non-participant observation. Informants were selected using the purposive technique. Data validity was assessed through source triangulation. The number of informants, comprising six main informants and one triangulation informant, yielded results indicating that all informants exhibited responses comprising components of perception, cognition, motivation, and attitude, produced by the stimulus in the form of a press release by McDonald's Indonesia. Additionally, USU students who consume McDonald's products also exhibit a tendency to perceive negative changes in their views of McDonald's Indonesia.