STRATEGI MANAJEMEN KRISIS GOJEK: PERAN KOMUNIKASI, MEDIA, DAN IMPLIKASI BAGI PERUSAHAAN TEKNOLOGI
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Abstract
Studi ini mengeksplorasi strategi komunikasi krisis yang digunakan oleh Gojek, perusahaan teknologi terkemuka di Indonesia, dalam mengelola hubungan masyarakat selama krisis. Penelitian ini bertujuan untuk mengkaji bagaimana Gojek secara efektif menangani isu-isu seperti pemogokan pengemudi, keluhan pelanggan, dan tekanan regulasi, khususnya di era digital di mana informasi menyebar dengan cepat melalui media sosial. Dengan menggunakan pendekatan kualitatif dan metode tinjauan pustaka, studi ini menganalisis berbagai teori dan praktik manajemen krisis, dengan fokus pada peran hubungan masyarakat dalam mengurangi dampak krisis terhadap reputasi perusahaan. Hasilnya menunjukkan bahwa penggunaan komunikasi yang transparan, respons cepat, dan keterlibatan media sosial yang strategis oleh Gojek berkontribusi signifikan dalam memulihkan kepercayaan publik. Penelitian ini menyoroti pentingnya komunikasi krisis dalam menjaga loyalitas pelanggan dan reputasi merek. Temuan ini memberikan wawasan berharga bagi perusahaan berbasis teknologi lainnya dalam mengelola krisis dan mempertahankan persepsi publik yang positif di dunia yang semakin digital.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
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