Corporate Reputation and Religious Fatwas: An Examination of Unilever Indonesia’s Public Statements

Authors

  • Shifa Ardiana Rachmawati Universitas Slamet Riyadi
  • Syifa Ardiani Rachmawati Universitas Slamet Riyadi
  • Retno Wulan Pawestri Universitas Slamet Riyadi
  • Otniel Christian Putra Delova Universitas Slamet Riyadi
  • Pramudya Ibnu Subrata Universitas Slamet Riyadi

DOI:

https://doi.org/10.56741/IISTR.jgi.002164


Keywords:

Boycott Pressures, Brand Resilience, Corporate Communication, MUI Fatwa, Press Release

Abstract

The reputational crisis facing multinational corporations in Indonesia following MUI Fatwa No. 83 of 2023 represents a complex ideological challenge. This research analyzes the significant boycott pressures experienced by PT Unilever Indonesia Tbk, triggered by perceived geopolitical affiliations regarding the Israel-Palestine conflict. Utilizing qualitative content analysis grounded in Image Restoration Theory, this study examines how defensive narratives were constructed in official press releases to sustain brand resilience. The findings indicate that Unilever implemented strategic communication patterns centered on localization, specifically emphasizing local ownership, domestic operations, and halal certification. Furthermore, the company utilized transcendence strategies by highlighting its commitment to humanitarian aid in Gaza through official agencies. Theoretically, crisis communication effectiveness in religious markets depends heavily on aligning corporate narratives with the legitimacy of local religious authorities. This article serves as a practical guide for Public Relations practitioners in navigating sociopolitical crises while maintaining corporate legitimacy.

Downloads

Download data is not yet available.

Author Biographies

Shifa Ardiana Rachmawati, Universitas Slamet Riyadi

is a management student at Universitas Slamet Riyadi, Surakarta, Indonesia. Her research focuses on the rhetorical analysis of corporate press releases. Her work explores the intersection of organizational discourse and brand sustainability, emphasizing the role of written media as a critical tool for maintaining stakeholder trust. (email: shafa444xx@gmail.com).

Syifa Ardiani Rachmawati, Universitas Slamet Riyadi

is a management student at Universitas Slamet Riyadi, Surakarta, Indonesia. She specializes in the systematic collection and analysis of secondary data from diverse media sources. As a co-writer, she is instrumental in formulating the discussion framework, ensuring that the research remains grounded in current industry discourse and empirical evidence. (email: sskembars@gmail.com).

Retno Wulan Pawestri, Universitas Slamet Riyadi

is a management student at Universitas Slamet Riyadi, Surakarta, Indonesia. Her research expertise lies in structural methodology and research design. She is responsible for the comprehensive organization of the report’s structure and the development of the conceptual research mapping, ensuring a logical flow from theoretical grounding to the final analysis. (email: retnowlnpawestri17@gmail.com).

Otniel Christian Putra Delova, Universitas Slamet Riyadi

is a management student at Universitas Slamet Riyadi, for his invaluable technical support. He played a key role in the final editing and proofreading of the manuscript, ensuring that the work adhered to the rigorous academic standards required for publication. (email: otnielcristiano.04@gmail.com).

Pramudya Ibnu Subrata, Universitas Slamet Riyadi

is a Senior Lecturer at Universitas Slamet Riyadi, Surakarta, Indonesia. He is currently pursuing a Doctoral degree in Economics (Management) at Universitas Sebelas Maret, Surakarta. His expertise includes startups and digital business strategies. He has teaching experience in marketing and economic mathematics, leadership roles in student organizations, QRMO certification, and national-level sports achievements. (email: udapramudya12@gmail.com).

References

M. Yasir, M. G. Haque, and R. Suraji, "Analisis sentimen terhadap kontroversi Fatwa MUI nomor 83 tahun 2023," Jurnal Ekonomi Manajemen Sistem Informasi, vol. 5, no. 4, pp. 450-462, 2024. DOI: https://doi.org/10.31933/jemsi.v5i4.1845

Majelis Ulama Indonesia, Fatwa MUI Nomor 83 Tahun 2023 tentang Hukum Dukungan Terhadap Perjuangan Palestina. Jakarta: MUI, 2023.

M. Hasan et al., "Consumer religious identity and brand avoidance: A study on multinational products in Indonesia," Journal of Islamic Marketing, vol. 15, no. 2, pp. 412-430, 2024.

M. R. W. Saleh and R. A. Rahadi, "Navigating investor activism: The impact of boycotts on Indonesian top FMCG companies," Journal of Integration of Management Studies, vol. 3, no. 2, pp. 120-135, 2025. DOI: https://doi.org/10.58229/jims.v3i2.350

CNBC Indonesia, "Boikot Produk Pro-Israel, Laba Unilever (UNVR) 2023 Turun 10,5%," 2024.

CNN Indonesia, "Saham UNVR Mulai Rebound usai Isu Boikot Mereda," 2024.

W. T. Coombs, Ongoing Crisis Communication: Planning, Managing, and Responding, 4th ed. Thousand Oaks: SAGE Publications, 2014.

W. T. Coombs, Applied Crisis Communication and Crisis Management: Cases and Exercises. Thousand Oaks: SAGE Publications, 2019.

A. Y. Pradhipta et al., "Crisis communication strategy in the face of consumer boycott," Advances in Social Science, Education and Humanities Research, vol. 12, no. 1, pp. 34-45, 2024.

M. Firman, "Strategi public relations Unilever Indonesia dalam menjaga reputasi pasca isu boikot pro israel," Jurnal Ilmiah Ekonomi Dan Manajemen, vol. 2, no. 6, pp. 171-178, 2024.

R. Kivetz and A. Keinan, "The rise of ideological consumerism: Navigating brand boycotts in a polarized world," Journal of Consumer Research, vol. 50, no. 4, pp. 780-795, 2024.

A. S. Claeys and M. Opgenhaffen, "Why practitioners do not apply crisis communication theory in practice," Journal of Public Relations Research, vol. 28, no. 5-6, pp. 232-247, 2016. DOI: https://doi.org/10.1080/1062726X.2016.1261703

W. L. Benoit, Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies, 2nd ed. Albany: SUNY Press, 2015. DOI: https://doi.org/10.1515/9781438454009

W. L. Benoit and A. Pang, "Crisis communication and image repair strategies," in The Handbook of Crisis Communication, Wiley-Blackwell, 2008, pp. 244-261.

W. L. Benoit, "Image repair discourse and crisis communication," Public Relations Review, vol. 23, no. 2, pp. 177-186, 1997. DOI: https://doi.org/10.1016/S0363-8111(97)90023-0

F. Septianto et al., "The impact of global sociopolitical conflicts on brand resilience: A consumer perspective," Journal of Brand Management, vol. 31, no. 1, pp. 45-62, 2024.

C. Sarkar and P. Kotler, Brand Activism: From Purpose to Action. Idea Bite Press, 2020.

A. Sarkar and P. Kotler, "The mission of brand activism," Journal of Business Strategy, vol. 42, no. 5, 2021.

M. Nazir and R. Sikmumbang, Metode Penelitian. Jakarta: Ghalia Indonesia, 2009.

Unilever Indonesia, "Siaran Pers: Komitmen Unilever Indonesia terhadap Nilai-Nilai Lokal dan Kemanusiaan," Jakarta: Newsroom Unilever, 2023.

Unilever Indonesia, Laporan Tahunan 2023: Tangguh Menghadapi Tantangan Global. Jakarta: Unilever Indonesia, 2024.

J. Cornelissen, Corporate Communication: A Guide to Theory and Practice, 6th ed. London: SAGE, 2020.

W. T. Coombs, “Situational crisis communication theory (SCCT): Refining and clarifying a cognitive-based theory of crisis communication,” in The Handbook of Crisis Communication, W. T. Coombs and S. J. Holladay, Eds. Hoboken: Wiley-Blackwell, 2022, pp. 223–242. doi: 10.1002/9781119678953.ch14. DOI: https://doi.org/10.1002/9781119678953.ch14

E. Dominic, M. Mahamed, Z. Abdullah, N. Hashim, and I. Uwadiegwu, “Crisis communication: Conceptualizing the efficacy of information source credibility on crisis message acceptability and reputation sustainability,” Studies in Media and Communication, vol. 11, no. 7, pp. 313–325, 2023. doi: 10.11114/smc.v11i7.6402. DOI: https://doi.org/10.11114/smc.v11i7.6361

D. Games and N. Sari, “Investigating young consumers’ boycott behavior in an emerging market,” Cogent Business & Management, vol. 11, no. 1, art. 2362444, 2024. doi: 10.1080/23311975.2024.2362444. DOI: https://doi.org/10.1080/23311975.2024.2362444

W. Roswinanto and S. N. Suwanda, “Religious boycott in Indonesia: Investigation of Muslim consumer behavior during the Israel-Palestine conflict,” International Journal of Business and Society, vol. 26, no. 1, pp. 211–233, 2025. doi: 10.33736/ijbs.7210.2025. DOI: https://doi.org/10.33736/ijbs.9559.2025

G. Hirschfeld and M. T. Thielsch, “Impact of crisis communication strategies on people’s attitudes toward behavioral guidelines regarding COVID-19 and on their trust in local officials,” International Journal of Disaster Risk Science, vol. 13, no. 4, pp. 518–529, 2022. doi: 10.1007/s13753-022-00424-3. DOI: https://doi.org/10.1007/s13753-022-00424-3

A. O. Olanrewaju, T. Oluwafemi, and B. Ladokun, “Value-driven brand crisis and corporate reputation management on social media: Applying situational crisis communication theory in the global south,” International Journal of Strategic Communication, 2025. doi: 10.1080/1553118X.2025.2544313. DOI: https://doi.org/10.1080/1553118X.2025.2544313

D. Amani, “The mediating effects of perceived brand integrity on brand ethical behavior and corporate brand legitimacy in halal cosmetics,” Journal of Islamic Marketing, vol. 15, no. 6, pp. 1461–1478, 2024. doi: 10.1108/JIMA-06-2023-0189. DOI: https://doi.org/10.1108/JIMA-06-2023-0189

I. K. H. Kartasasmita and K. Kurniawati, “The impact of perceived brand integrity in increasing brand legitimacy in halal cosmetics among Muslim customers in Jakarta, Indonesia,” Journal of Islamic Economics Lariba, vol. 10, no. 2, pp. 727–746, 2024. doi: 10.20885/jielariba.vol10.iss2.art6. DOI: https://doi.org/10.20885/jielariba.vol10.iss2.art6

Downloads

Published

2026-05-17

How to Cite

Rachmawati, S. A., Rachmawati, S. A., Pawestri, R. W., Delova, O. C. P., & Subrata, P. I. (2026). Corporate Reputation and Religious Fatwas: An Examination of Unilever Indonesia’s Public Statements. Jurnal Genesis Indonesia, 5(02), 150–161. https://doi.org/10.56741/IISTR.jgi.002164

Issue

Vol. 5 No. 02 (2026): Jurnal Genesis Indonesia

Section

Articles

License

Copyright (c) 2026 Shafa Ardiana Rachmawati, Syifa Ardiani Rachmawati, Retno Wulan Pawestri, Otniel Christian Putra Delova, Pramudya Ibnu Subrata

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Crossref
Scopus
Google Scholar
Europe PMC

Plaudit

Most read articles by the same author(s)