ANALISIS STRATEGI IMAGE REPAIR AQUA DALAM MENANGANI KRISIS REPUTASI DI INSTAGRAM SEHATAQUA
Keywords:
Image Repair Theory, , Krisis Reputasi, Komunikasi Krisis, Media Baru, Media Sosial, InstagramAbstract
Perkembangan media sosial sebagai bagian dari media baru telah mengubah dinamika komunikasi krisis organisasi, terutama dalam pengelolaan reputasi perusahaan. Isu lingkungan yang berkaitan dengan pemanfaatan sumber daya air dapat dengan cepat berkembang menjadi krisis reputasi di ruang digital. Penelitian ini bertujuan untuk menganalisis strategi perbaikan citra (Image Repair) yang diterapkan oleh AQUA dalam merespon krisis reputasi akibat isu sumur air bor melalui akun Instagram SehatAQUA. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data diperoleh dari konten Instagram SehatAQUA yang dipublikasikan selama periode 23 Oktober hingga 4 Desember 2025, yang kemudian dianalisis menggunakan kerangka Image Repair Theory dari William L. Benoit. Hasil penelitian menunjukkan bahwa AQUA secara dominan menerapkan strategi Reducing Offensiveness of Event, khususnya melalui taktik bolstering, transcendence, dan differentiation, dengan menekankan kualitas produk, perlindungan sumber air, serta komitmen keberlanjutan. Selain itu, strategi Corrective Action juga digunakan melalui penyampaian informasi mengenai pengelolaan sumber air dan proses produksi. Temuan ini menunjukkan bahwa Instagram dimanfaatkan sebagai sarana strategis untuk membangun narasi defensif dan memperkuat kepercayaan publik dalam menghadapi krisis reputasi berbasis isu lingkungan.
References
Austin, Lucinda, and Yan Jin. Social Media and Crisis Communication. New York: Routledge, 2017.
Benoit, William L. Accounts, Excuses, and Apologies: Image Repair Theory and Research. 2nd ed. Albany: State University of New York Press, 2015.
Carr, Caleb T., and Rebecca A. Hayes. “Social Media: Defining, Developing, and Divining.” Atlantic Journal of Communication 23, no. 1 (2015): 46–65.
Chyrak, Svitlana, et al. “Social Media as a Strategic Tool in Organizational Communication.” Corporate Communications: An International Journal 28, no. 2 (2023): 310–325.
Claeys, An-Sofie, and Michael Opgenhaffen. “Why Practitioners Do (Not) Apply Crisis Communication Theory in Practice.” Journal of Public Relations Research 28, no. 5 (2016): 232–247.
Coombs, W. Timothy. Ongoing Crisis Communication: Planning, Managing, and Responding. 4th ed. Thousand Oaks, CA: Sage Publications, 2015.
Coombs, W. Timothy, and Sherry J. Holladay. “CSR as Crisis Risk: Expanding How We Conceptualize the Relationship.” Corporate Communications: An International Journal 20, no. 2 (2015): 144–162.
Creswell, John W., and J. David Creswell. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 6th ed. Thousand Oaks, CA: Sage Publications, 2023.
Denzin, Norman K., and Yvonna S. Lincoln. The Sage Handbook of Qualitative Research. 5th ed. Thousand Oaks, CA: Sage Publications, 2018.
Dolan, Rebecca, et al. “Social Media Engagement Behavior: A Uses and Gratifications Perspective.” Journal of Strategic Marketing 27, no. 3 (2019): 221–238.
Inilah.com. “Isu Sumur Bor AQUA Ramai Dibahas di Media Sosial.” Inilah.com, 2025.
Joshi, Anil, et al. “Social Media and Crisis Management.” International Journal of Management 25, no. 3 (2008): 567–575.
Kang Dedi Mulyadi. “SIDAK ke Perusahaan Air Mineral | Ternyata Sumber Airnya dari Bawah Tanah.” YouTube video, 2025. https://youtu.be/u4ENf3s7oWw
Kaplan, Andreas M., and Michael Haenlein. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons 53, no. 1 (2010): 59–68.
Ki, Eyun-Jung, and Elmie Nekmat. “Situational Crisis Communication and Social Media.” Journal of Communication Management 23, no. 3 (2019): 222–239.
Lee, Yu-Chih, Ching-Hui Hsiao, and Yi-Hsuan Yang. “The Effects of Crisis Respone Strategies on Brand Trust.” Public Relations Review 46, no. 1 (2020): 101–118.
Lee, Yu-Chih, et al. “Visual Framing and Crisis Communication on Social Media.” Journal of Contingencies and Crisis Management 29, no. 2 (2021): 123–135.
Liu, Brooke Fisher, Lucinda Austin, and Yan Jin. “How Publics Respond to Crisis Communication Strategies.” Journal of Public Relations Research 23, no. 4 (2011): 345–364.
Luik, Jandy. Media Baru dan Budaya Digital. Jakarta: Prenada Media Group, 2020.
McQuail, Denis. McQuail’s Media and Mass Communication Theory. 7th ed. London: Sage Publications, 2019.
Nuortimo, Kalle, Janne Harkonen, and Kristijan Breznik. “Exploring Corporate Reputation and Crisis Communication.” Corporate Reputation Review 27, no. 1 (2024): 1–15.
Purwono. Metodologi Penelitian Kualitatif. Jakarta: Rajawali Pers, 2006.
SehatAQUA. “Kenapa Tidak Semua Air Itu AQUA?” Instagram Reel, October 23, 2025. https://www.instagram.com/reel/DQJDDMqkk6J
SehatAQUA. “Dari Mana Air AQUA Berasal?” Instagram Reel, October 24, 2025. https://www.instagram.com/reel/DQLf2Lakfq5
SehatAQUA. “AQUA Pastikan Air 100% Murni Mengalir dari Sumber Terlindungi.” Instagram Reel, October 27, 2025. https://www.instagram.com/reel/DQTBRnqEhff
SehatAQUA. “AQUA Terasa Sejuk Meski Tanpa Didinginkan.” Instagram Reel, November 6, 2025. https://www.instagram.com/reel/DQs9fqOErfW
SehatAQUA. “AQUA Anugerah Produk Indonesia 2025.” Instagram Post, November 13, 2025. https://www.instagram.com/p/DQ-4InokolS
SehatAQUA. “AQUA Best Corporate Image Awards 2025.” Instagram Reel, November 13, 2025. https://www.instagram.com/reel/DQ_tuJZkQ14
SehatAQUA. “Yakin Air yang Kamu Minum Aman?” Instagram Reel, December 4, 2025. https://www.instagram.com/reel/DR1DqBZiZcj
Veil, Shari R., Tara Buehner, and Michael J. Palenchar. “A Work-in-Process Literature Review.” Journal of Contingencies and Crisis Management 19, no. 2 (2011): 110–122.
