Strategi Komunikasi Krisis Tokopedia dalam Mitigasi Dampak Negatif terhadap Brand

Avin Nur Aini, Nikmah Hadiati Salisah

Abstract


Komunikasi krisis merupakan aspek penting dalam manajemen perusahaan saat menghadapi situasi yang dapat merusak reputasi dan citra. Tokopedia yang mengalami krisis signifikan mengandalkan berbagai saluran media untuk berkomunikasi dengan karyawan, masyarakat sekitar, pemasok, serta konsumen sebagai stakeholder. Dengan menggunakan Image Restoration Theory, penelitian ini mengkaji bagaimana kedua jenis media digunakan untuk menyampaikan pesan krisis dan menjaga kepercayaan publik. Data dikumpulkan melalui wawancara dengan 1 karyawan, 1 jurnalis, 10 customer sebagai stakeholder internal dan eksternal, serta observasi non partisipan atas pemberitaan, respons perusahaan, dan percakapan publik di media serta kanal resmi. Hasil menunjukkan pentingnya respons cepat serta kebutuhan akan komunikasi yang lebih transparan dan mendalam. Meskipun perusahaan telah memberikan informasi terkini, banyak stakeholder merasa penjelasan yang disampaikan belum menggambarkan secara menyeluruh langkah-langkah pemulihan yang diambil. Penelitian ini merekomendasikan strategi pemulihan citra yang lebih berkelanjutan dan proaktif dengan melibatkan seluruh stakeholder dalam proses komunikasi.

 

Crisis communication is a crucial aspect of corporate management when dealing with situations that can harm reputation and image. Tokopedia, which experienced a significant crisis, relied on various media channels to communicate with employees, surrounding communities, suppliers, and consumers as stakeholders. Using Image Restoration Theory, this study examines how both types of media were used to deliver crisis messages and maintain public trust. Data were collected through interviews with one employee, one journalist, ten customers as internal and external stakeholders, as well as non-participant observation of news coverage, company responses, and public discourse in the media and official channels. The findings highlight the importance of prompt responses and the need for more transparent and in-depth communication. Although the company has provided updated information, many stakeholders feel that the explanations given have not sufficiently illustrated the recovery steps taken. This study recommends a more sustainable and proactive image restoration strategy by involving all stakeholders in the communication process.

Keywords


Corporate Reputation; Crisis Communication; Image Restoration; Komunikasi Krisis; Pemulihan Citra; Reputasi Perusahaan; Stakeholders

Full Text:

PDF

References


Ananta, V., & Sisdianto, E. (2024). Analisis peran tanggung jawab sosial dalam menambah nilai perusahaan dan kesejahteraan masyarakat: Studi kasus pada Perusahaan pertambangan. Jurnal Ilmiah Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4), 477–484. https://doi.org/10.61722/jemba.v1i4.542

Assyakurrohim, D., Ikhram, D., Sirodj, R. A., & Afgani, M. W. (2023). Metode studi kasus dalam penelitian kualitatif. Jurnal Pendidikan Sains Dan Komputer, 3(1), 1–9. https://doi.org/10.47709/jpsk.v3i01.1951

Benoit, W. L. (2014). Accounts, excuses, and apologies: Image repair theory and research. Suny Press.

Castells, M. (2010). The rise of the network society (2nd ed.). John wiley & sons.

CNN Indonesia. (2023). 4 kasus kebocoran data di semester I 2023, mayoritas dibantah. CNN Indonesia,. https://www.cnnindonesia.com/teknologi/20230720060802-192-975421/4-kasus-kebocoran-data-di-semester-i-2023-mayoritas-dibantah

Cristofel, C., & Kurniawati, K. (2021). Pengaruh enterprise risk management, corporate social responsibilty dan kepemilikan institusional terhadap nilai perusahaan. Jurnal Akuntansi Bisnis, 14(1). http://doi.org/10.30813/jab.v14i1.2468

Eriksson, M. (2018). Lessons for crisis communication on social media: A systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526–551. https://doi.org/10.1080/1553118X.2018.1510405

Fadhal, M. (2020). Strategi komunikasi krisis berbasis multikanal media pada organisasi modern. Jurnal Komunikasi Strategis, 10(2), 155–172.

Flyvbjerg, B. (2006). Five misunderstandings about case-study research. Qualitative Inquiry, 12(2), 219–245. https://doi.org/10.1177/1077800405284363

Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough? An Experiment with Data Saturation and Variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903

Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.

Jenkins, H. (2006a). Acknowledgments. In Convergence Culture (pp. vii–xii). NYU Press. http://www.jstor.org/stable/j.ctt9qffwr.3

Jenkins, H. (2006b). Buying into American Idol: In Convergence Culture (pp. 59–92). NYU Press. http://www.jstor.org/stable/j.ctt9qffwr.6

Jin, Y., Liu, B. F., & Austin, L. L. (2011). Examining the role of social media in effective crisis management: The effects of crisis origin, information form, and source on public’s crisis responses. Communication Research, 41(1), 74–94. https://doi.org/10.1177/0093650211423918

Ledingham, J. A. (2003). Explicating relationship management as a general theory of public relations. Journal of Public Relations Research, 15(2), 181–198. https://doi.org/10.1207/S1532754XJPRR1502_4

Macnamara, J. R. (2016). Organizational listening: The missing essential in public communication. Peter Lang Publishing.

Octavia, C. W., Magdalena, R., & Prasetya, W. (2019). Implementasi house of risk dalam strategi mitigasi penyebab risiko pada aktivitas di bagian produksi PT. XYZ. Metris: Jurnal Sains Dan Teknologi, 20(01), 58–70.

Oktavia, D. (2023). Strategi public relations PT. Pupuk Kalimantan Timur dalam mempertahankan citra positif.

Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via Twitter, blogs and traditional media. Public Relations Review, 37(1), 20–27. https://doi.org/10.1016/j.pubrev.2010.12.001

Sholeh, M. (2023). Transparansi komunikasi krisis dalam organisasi digital. Jurnal Komunikasi Kontemporer, 12(1), 45–58.

Wahyuni, S. (2015). Metodologi penelitian: Teori dan aplikasi dalam penelitian bisnis. Salemba Empat.

Yin, R. K. (2018). Case study research and applications: Design and methods. Sage Publication.

Zainal, R. I. (2020). Analisis stakeholder di wilayah operasional perusahaan pertambangan migas. MBIA, 19(3), 283–292.




DOI: https://doi.org/10.24815/jkg.v14i1.43010

Article Metrics

Abstract view : 281 times
PDF - 575 times

Refbacks

  • There are currently no refbacks.




Jurnal Komunikasi Global (JKG)
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Syiah Kuala
Jln. Tgk. Tanoh Abee, Darussalam, Banda Aceh, 23111
Telp.  (0651) 7555267
Email: jkg@usk.ac.id

 

Published by:

 

Indexed by: