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All Journal Dinamisia: Jurnal Pengabdian Kepada Masyarakat Pendas : Jurnah Ilmiah Pendidikan Dasar IKRA-ITH ABDIMAS Avant Garde PERSPEKTIF Coverage: Journal of Strategic Communication JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Signal Room of Civil Society Development Room of Civil Social Development
Fitria Ayuningtyas
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Arts Humanities Computer Science & IT Dentistry Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Pendas : Jurnah Ilmiah Pendidikan Dasar

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TRANSFORMASI DIGITAL UNTUK MENGATASI KRISIS REPUTASI: STUDI KASUS TUPPERWARE CORPORATION Fezih Fakhrunnisa; Fitria Ayuningtyas
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i03.33451

Abstract

Digital transformation has become an integral part of global companies' efforts to navigate technological disruption and evolving consumer behavior. This study examines the dynamics of digital transformation and its impact on the reputation crisis faced by Tupperware Corporation, with a focus on the role of social media as a primary arena for shaping public opinion. Through a qualitative case study approach, this study examines how Tupperware's digital strategy, or lack thereof, contributed to negative perceptions in the digital space. The findings suggest that a mismatch existed between Tupperware's digital communication strategy and the expectations of its social media audiences, resulting in a decline in Tupperware's reputation and brand image. In SCCT (Situational Crisis Communication Theory), the Tupperware Corporation crisis case is classified as a preventable crisis because it originated from internal management issues, innovation failure, and a stagnant business strategy. Social media has proven to be a crucial platform for disseminating crisis narratives, while also providing companies with strategic opportunities to restore their reputations. This study offers important implications for companies undergoing digital transformation, emphasizing the need to integrate communication strategies and reputation management in the dynamic context of social media.
Co-Authors Azwar Drina Intyaswati Fezih Fakhrunnisa Firdaus Noor Gustiana Sabarina Hartanto Muqsith, Munadhil Abdul Nugraha, Mohd Yudhistira Septian Prihatiningsih, Witanti Radita Gora Tayibnapis Riyantini, Rini Sufian Jusoh Tripa Ramadhan Uljanatunnisa Wahyono Windhi Tia Saputra Yul Tito Permadhy