Students Perception of Management Study Program UNP Kediri Towards KFC's Brand Image After the Boycott
DOI:
https://doi.org/10.29407/jtwndh41Abstract
Research aim : This study examines how students of the Management Study Program at Nusantara PGRI University Kediri interpret the KFC brand image after the boycott and the role of digital media in shaping these perceptions.
Design/Method/Approach : This study uses a qualitative approach with a phenomenological method through in-depth interviews with six students who were exposed to the boycott issue and had experience consuming KFC.
Research Finding : The results show that the boycott decreased the level of trust of students in the KFC brand image, while the assessment of product quality remained relatively unchanged. Students' perceptions were more influenced by digital narratives, public opinion pressure, and moral considerations than direct consumption experiences.
Theoretical contribution/Originality : The novelty of this study lies in understanding brand image as a dynamic social construction in the digital space, especially in the context of social issue-based boycotts among young consumers.
Practitioner/Policy implication : Practically, this finding emphasizes the importance of adaptive brand image communication strategies, sensitive to social values, and responsive to the dynamics of public opinion in the digital era.
Research limitation: The limitation of this research lies in the scope of informants so that further studies need to involve more diverse respondents and explore communication strategies and brand loyalty in dealing with social issues.
Keywords:
boycott, brand image, KFC, digital media, consumer perceptionDownloads
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