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Oktaviani, Fitri Hariana
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Arts Humanities Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Beetween Trust and Crisis: SCCT in Local Indonesian Beauty Brands Response Overclaim Husniyah, Estri Khidmatul; Prasetyo, Bambang Dwi; Oktaviani, Fitri Hariana
Jurnal The Messenger Vol. 17 No. 3 (2025): September-December
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v17i3.12718

Abstract

Purpose: This study analyst the crisis communication strategies implemented by two major local Indonesian beauty brands, Azarine and The Originote, as both represent significant cases of overclaim crisis with a large digital audience base. The study primarily focuses on the application Situational Crisis Communication Theory (SCCT) to understand crisis communication responses chosen by each brand. Additionally, the study seeks to determine the effectiveness of this approach in maintaining public trust.   Methods: This study uses a descriptive quantitative approach with content analysis methods. Data was collected from official brand posts on Instagram and TikTok during the crisis period. Crisis communication strategies were classified based on the SCCT model. The coding process was carried out manually by two experts to ensure the accuracy of the categorization.   Findings: Azarine tends to minimize attribution of responsibility through a combination of denial, justification, compensation, and ingratiation. Meanwhile, The Originote emphasizes acknowledgment of mistakes and commitment to improvement through justification, compensation, ingratiation, and apology. The analysis results indicate that Azarine strategy is more effective in maintaining brand reputation stability and preserving public trust during the early stages of a crisis, while The Originote strategy has a greater impact on long-term image recovery through a more open and accommodating approach.   Originality: This study expands SCCT by applying to overclaim crises in the Indonesian beauty industry within the context of marketing communication. This context remains under-researched, and the study examines its implications for recovering public trust in digital environments.
Co-Authors Ade Wijaya, Duitarama Ananda Sabil Hussein Argyanti, Talitha Arifin, Imam Khoirul Astaningrum, Meita Dinar Bambang Dwi Prasetyo Hattu, Neysa Feralda Husniyah, Estri Khidmatul Khadijah, Nur Sitti Laturrakhmi, Yun Fitrahyati Rachmat Kriyantono Reza Safitri Sari, Fadila Rahma Sinta Swastikawara Sujoko, Anang