DAMPAK GERAKAN BOIKOT PRODUK TERAFILIASI ISRAEL PADA PROFITABILITAS PT FAST FOOD TBK TAHUN 2022-2023

Abstrak

This study aims to analyze the impact of the boycott movement on products affiliated with Israel on the profitability of PT Fast Food Indonesia Tbk (KFC) during the period 2022-2023. The boycott movement in Indonesia occurred due to the Israeli-Palestinian conflict which affected the financial performance of this company. This research is aresearch using the literature study method or literature review. The results of this study show a very significant decrease in the company's profitability, including the NPM which decreased from 7% in 2022 to -415.7% in 2023, as well as a drastic decrease in Return on Assets (ROA) and Return on Equity (ROE). This also led to the closure of 47 KFC outlets in Indonesia and the reduction of more than 2,200 workers. This study concluded that the boycott movement had a significant impact on the company's profitability and operations which caused the company to lay off employees. In this case, PT Fast Food Tbk needs to be more proactive in strengthening communication strategies and ensuring that consumers understand their position on this political issue