MENGELOLA KRISIS MEREK PERUSAHAAN DALAM ERA DIGITAL  DI INDONESIA

Song Xiayu; Muhammad Akbar Siregar; Ihsan Effendi

doi:10.31955/mea.v8i2.4306

Song Xiayu Universitas Medan Area, Sumatera Utara
Muhammad Akbar Siregar Universitas Medan Area, Sumatera Utara
Ihsan Effendi Universitas Medan Area, Sumatera Utara

DOI: https://doi.org/10.31955/mea.v8i2.4306

Abstract

Dalam lanskap digital yang sangat terhubung saat ini, krisis merek perusahaan dapat menyebar dengan cepat dan meningkat di Indonesia, yang berpotensi menyebabkan kerusakan reputasi dan keuangan yang signifikan. Makalah ini membahas tantangan unik dan praktik terbaik untuk mengelola krisis merek korporat di lingkungan jaringan dalam konteks Indonesia. Penelitian ini menyoroti peran penting media sosial dan platform online dalam kemunculan krisis dan strategi manajemen krisis. Penelitian ini menggarisbawahi pentingnya sistem deteksi dini, protokol respons cepat, komunikasi yang transparan di seluruh saluran, dan keterlibatan pemangku kepentingan yang proaktif. Nuansa budaya, seperti pengaruh influencer dan tokoh online, juga dieksplorasi sebagai faktor penting yang membentuk opini publik selama krisis di Indonesia. Makalah ini menguraikan perlunya tim manajemen krisis yang berdedikasi, hirarki pengambilan keputusan yang jelas, dan rencana komunikasi krisis yang jelas yang disesuaikan dengan audiens Indonesia. Pada akhirnya, penelitian ini berkontribusi pada pemahaman yang lebih dalam tentang menavigasi ekosistem digital yang kompleks untuk manajemen reputasi di pasar Indonesia, menawarkan kerangka kerja bagi organisasi untuk melindungi ekuitas merek mereka secara proaktif.

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