ANALISIS STRATEGI KOMUNIKASI KRISIS PUBLIC RELATIONS STARBUCKS INDONESIA DALAM MENANGGAPI BOIKOT (STUDI PADA STARBUCKS CILANDAK TOWN SQUARE)

ERRY SENNA AL ANBIYA, . (2025) ANALISIS STRATEGI KOMUNIKASI KRISIS PUBLIC RELATIONS STARBUCKS INDONESIA DALAM MENANGGAPI BOIKOT (STUDI PADA STARBUCKS CILANDAK TOWN SQUARE). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Boikot terhadap Starbucks Indonesia pada akhir 2023 muncul akibat tuduhan keterlibatan perusahaan dalam mendukung Israel, sehingga memicu reaksi publik berupa penurunan loyalitas konsumen dan tekanan terhadap citra perusahaan. Krisis ini menjadi tantangan serius Starbucks Indonesia, yang terdampak langsung. Penelitian ini bertujuan menganalisis strategi komunikasi krisis yang diterapkan untuk merespons boikot dan menjaga reputasi perusahaan. Penelitian ini menggunakan teori Situational Crisis Communication Theory (SCCT) dari W. Timothy Coombs. SCCT menekankan pentingnya memilih strategi komunikasi krisis berdasarkan jenis krisis dan persepsi publik terhadap tanggung jawab organisasi. Teori ini digunakan untuk memahami bagaimana Starbucks Indonesia mempertahankan reputasi dan membangun kembali kepercayaan pelanggan di tengah krisis. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi kasus. Teknik pengumpulan data meliputi wawancara mendalam, observasi lapangan, dan dokumentasi aktivitas komunikasi di Starbucks Cilandak Town Square. Informan terdiri dari manajer area, manajer toko, barista, dan pelanggan, dengan triangulasi sumber dan metode sebagai strategi validasi data. Hasil penelitian menunjukkan bahwa Starbucks Indonesia menerapkan strategi komunikasi yang bersifat interpersonal, adaptif, dan transparan. Klarifikasi dilakukan melalui media digital, penyebaran QR code informasi, serta keterlibatan langsung staf dalam menjawab pertanyaan pelanggan. Strategi ini dinilai efektif menjaga kepercayaan konsumen meskipun terjadi penurunan penjualan akibat tekanan publik. Kesimpulannya, strategi komunikasi krisis di gerai Starbucks Cilandak Town Square terbukti efektif dalam mengelola persepsi publik dan mempertahankan loyalitas pelanggan. Pendekatan komunikasi langsung di tingkat gerai dinilai lebih berdampak dibandingkan hanya mengandalkan pernyataan resmi. Penelitian ini memberikan kontribusi terhadap pengembangan strategi komunikasi krisis berbasis SCCT dalam konteks perusahaan multinasional yang menghadapi isu sosial-politik global. ***** The decision to withhold patronage of Starbucks Indonesia in late 2023 was precipitated by allegations of the company's alleged support for Israel, inciting a public backlash that manifested in diminished customer loyalty and mounting pressure on the company's reputation. This crisis posed a considerable challenge for Starbucks Indonesia, which was directly impacted. The objective of this study is to examine the crisis communication strategies employed in response to the boycott and to assess their impact on the company's reputation management. The present study employs W. Timothy Coombs' Situational Crisis Communication Theory (SCCT). The SCCT underscores the significance of selecting a crisis communication strategy that is tailored to the nature of the crisis and the public's perception of the organization's responsibility. This theoretical framework is employed to elucidate Starbucks Indonesia's strategies for maintaining its reputation and regaining customer trust during periods of crisis. The research method employed was a qualitative case study approach. The data collection techniques employed in this study encompassed in-depth interviews, field observations, and documentation of communication activities at the Starbucks Cilandak Town Square location. The informants included area managers, store managers, baristas, and customers. The triangulation of sources and methods was employed as a data validation strategy. The results indicate that Starbucks Indonesia implemented a communication strategy that is interpersonal, adaptive, and transparent. Clarifications were facilitated through digital media, the distribution of informational QR codes, and direct staff involvement in answering customer questions. This strategy was deemed effective in maintaining consumer trust despite declining sales due to public pressure. In conclusion, the crisis communication strategy employed by the Starbucks Cilandak Town Square store was found to be an effective tool for managing public perception and maintaining customer loyalty. The direct communication approach at the store level was determined to be more impactful than relying solely on official statements. This research contributes to the development of SCCT-based crisis communication strategies in the context of multinational companies facing global socio-political issues.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Menati Fajar Rizki, M.I.Kom. ; 2). Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Kondisi Sosial,Masalah Sosial,Reformasi Sosial Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Erry Senna Al Anbiya .
Date Deposited:	06 Aug 2025 03:29
Last Modified:	06 Aug 2025 03:29
URI:	http://repository.unj.ac.id/id/eprint/58302

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