STRATEGI KOMUNIKASI KRISIS PT SGMW SALES INDONESIA DALAM MENGELOLA KOMPLAIN KOMUNITAS PEMBELI AWAL (EARLY ADOPTER) WULING BINGUO EV

WAHYU TRY HARTANTO, . (2026) STRATEGI KOMUNIKASI KRISIS PT SGMW SALES INDONESIA DALAM MENGELOLA KOMPLAIN KOMUNITAS PEMBELI AWAL (EARLY ADOPTER) WULING BINGUO EV. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media digital dan industri otomotif yang semakin kompetitif menuntut perusahaan untuk mampu merespons krisis komunikasi secara cepat, tepat, dan transparan. Salah satu peristiwa yang menjadi perhatian publik adalah penurunan harga Wuling Binguo EV dalam waktu yang relatif singkat setelah peluncuran, yang memicu protes dari komunitas early adopter . Reaksi tersebut berkembang melalui media sosial, pemberitaan daring, petisi digital, serta berbagai bentuk electronic word of mouth (e-WOM) dan user-generated content (UGC), Penelitian ini bertujuan untuk menganalisis strategi komunikasi krisis yang dilakukan oleh PT SGMW Sales Indonesia dalam merespons protes komunitas early adopter Wuling Binguo EV dengan menggunakan pendekatan Situational Crisis Communication Theory (SCCT). Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengumpulan data dilakukan melalui wawancara semi-terstruktur, observasi, dan dokumentasi terhadap informan yang terdiri atas pihak internal PT SGMW Sales Indonesia, komunitas pengguna Wuling Binguo EV, serta pakar komunikasi. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldaña melalui tahapan kondensasi data, penyajian data, dan penarikan kesimpulan. Keabsahan data diuji menggunakan teknik triangulasi sumber. Hasil penelitian menunjukkan bahwa PT SGMW Sales Indonesia telah melaksanakan tahapan komunikasi krisis yang meliputi pemantauan isu, penyusunan strategi komunikasi lintas divisi, implementasi komunikasi melalui berbagai saluran, serta evaluasi pascakrisis. Berdasarkan analisis menggunakan SCCT, perusahaan menerapkan strategi Instructing Information, Adjusting Information, diminish, rebuild , dan bolstering. Meskipun demikian, respons komunikasi perusahaan dinilai belum cukup cepat pada fase awal krisis sehingga memunculkan persepsi negatif di kalangan early adopter . Penelitian ini juga menunjukkan bahwa e-WOM, UGC, dan komunitas early adopter berperan sebagai pembentuk opini publik yang memengaruhi perkembangan krisis. Oleh karena itu, perusahaan perlu memperkuat sistem pemantauan isu, mempercepat respons komunikasi, serta meningkatkan keterlibatan dengan komunitas pelanggan untuk menjaga reputasi perusahaan dan membangun kembali kepercayaan publik. **** The development of digital media and the increasingly competitive automotive industry require companies to be able to respond to crisis communication quickly, accurately, and transparently. One event that attracted public attention was the price drop of the Wuling Binguo EV relatively quickly after its launch, which sparked protests from the early adopter community. This reaction spread through social media, online news, digital petitions, and various forms of electronic word of mouth (e-WOM) and user-generated content (UGC), potentially impacting consumer trust and the company's reputation. This study aims to analyze the crisis communication strategy employed by PT SGMW Sales Indonesia in responding to protests from the Wuling Binguo EV early adopter community using the Situational Crisis Communication Theory (SCCT) approach. This research uses a qualitative approach with a case study method. Data collection was conducted through semi-structured interviews, observations, and documentation with informants consisting of internal parties at PT SGMW Sales Indonesia, the Wuling Binguo EV user community, and communication experts. Data analysis was conducted using the Miles, Huberman, and Saldaña model, including data condensation, data presentation, and conclusion drawing. Data validity was tested using source triangulation techniques. The results indicate that PT SGMW Sales Indonesia has implemented crisis communication stages, including issue monitoring, cross-division communication strategy development, communication implementation through various channels, and post-crisis evaluation. Based on SCCT analysis, the company implemented the strategies of Instructing Information, Adjusting Information, diminishing, rebuild ing, and bolstering. However, the company's communication response was deemed insufficient in the initial phase of the crisis, leading to negative perceptions among early adopter s. This study also indicates that e-WOM, UGC, and the early adopter community played a role in shaping public opinion, influencing the development of the crisis. Therefore, the company needs to strengthen its issue monitoring system, accelerate its communication response, and increase engagement with its customer community to maintain its reputation and rebuild public trust.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Mayang Riyantie, S.I.Kom.,M.I.Kom.; 2). Rizki Firdausi Rachmadania, S.E.,M.SM.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FE > D IV Administrasi Perkantoran Digital
Depositing User:	Wahyu Try Hartanto .
Date Deposited:	20 Aug 2026 01:17
Last Modified:	20 Aug 2026 01:17
URI:	http://repository.unj.ac.id/id/eprint/72395

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