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Respon Krisis Twitter PLN saat Listrik Mati Massal Tahun 2019 untuk Mempertahankan Reputasi Perusahaan
Abstract
Peristiwa mati listrik massal telah memberikan kerugian bagi sektor usaha dan layanan publik hingga mencapai triliunan rupiah. Peristiwa ini menjadi tranding di Twitter yang mengantarkan PLN pada situasi krisis. Berlandaskan Situational Crisis Communication Theory (SCCT), crisis response merupakan dimensi penting dalam penanganan sebuah krisis dan dapat berpengaruh pada reputasi perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara online kepada 100 followers Instagram PLN @pln_123. Hasil penelitian menunjukan, terdapat pengaruh langsung crisis responsibility untuk mempertahankan reputasi perusahaan. Terdapat pengaruh langsung rebuilding response PLN untuk mempertahankan reputasi perusahaan. Kemudian, terdapat pengaruh langsung crisis responsibility dan rebuilding response melalui Twitter PLN secara bersama sebesar 45,9% dan 54,1% sisanya dipengaruhi oleh faktor-faktor lain. Pemilihan media saat menangani krisis menjadi faktor penting agar penanganan yang dilakukan bisa berjalan efektif. Studi ini juga mencatat semakin pentingnya fungsi sosial media dalam menangani suatu peristiwa krisis.
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DOI: https://doi.org/10.25008/wartaiski.v5i1.149
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