ANALISIS STRATEGI BISNIS PT UNILEVER INDONESIA TBK DALAM MENGATASI ISU BOIKOT

Abstract

This study analyzes PT Unilever Indonesia Tbk's strategy in dealing with the crisis caused by the boycott issue that occurred in 2023. The impact of this boycott issue caused a decline in net profit of up to 29.8% in 2024 and a decline in market share from 38.5% to 34.9%. The method used was a literature study, which examined the company's strategy from three aspects: public relations, operations, and finance. The findings show that although Unilever has implemented crisis communication, overhauled its distribution system with a 50% reduction in stock, and increased promotional costs, these efforts have not been able to significantly restore consumer confidence. Changes in consumer behavior, which is sensitive to price and open to local product alternatives, pose a major challenge. This study concludes that concrete actions are needed through the strengthening of CSR programs to restore brand image and consumer confidence in a sustainable manner.