Pesan Pada Masa Boikot: Analisis Konten Instagram Starbucks Indonesia
Abstract
This study aims to analyze the messages conveyed by Starbucks Indonesia via Instagram during the boycott period triggered by the Palestine-Israel conflict. This study adopted a qualitative approach using content analysis, supported by in-depth interviews with ten Starbucks Indonesia consumers. Data were analyzed using NVivo software to identify message forms, types, strategies, the application of Message Design Logic, and dominant themes in audience responses. The main theoretical framework used is Barbara O’Keefe’s Message Design Logic, which categorizes messages into expressive, conventional, and rhetorical logics. The findings indicate that Starbucks Indonesia communicated messages emphasizing political neutrality, humanitarian values, and philanthropic actions, primarily using informative and implicitly defensive messages. These messages largely reflected conventional message design logic, which is considered corporately safe but insufficient to meet audience expectations for stronger empathy and clearer moral positions. This study suggests that overly cautious communication strategies on social media can limit the effectiveness of messages in restoring public trust during reputational crises Keywords: starbucks, instagram, social media communicatiom
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