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All Journal Jurnal Ilmu Sosial dan Humaniora Journal of Indonesian Tourism and Development Studies Jurnal Ilmu Komunikasi Wacana, Jurnal Sosial dan Humaniora Channel : Jurnal Komunikasi Indonesian Journal of Women´s Studies KEMBARA Komunikator Jurnal The Messenger Nomosleca Cosmogov: Jurnal Ilmu Pemerintahan Isamic Communication Journal Jurnal Studi Komunikasi Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) JURNAL EDUCATION AND DEVELOPMENT MUHARRIK: JURNAL DAKWAH DAN SOSIAL SANGKEP: Jurnal Kajian Sosial Keagamaan Bricolage : Jurnal Magister Ilmu Komunikasi LINIMASA: JURNAL ILMU KOMUNIKASI AlphabetAlphabet: A Biannual Academic Journal on Language, Literary, and Cultural Studies Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK) Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Tuturlogi: Journal of Southeast Asian Communication Jambura Geo Education Journal Journal La Sociale International Journal of Science and Society (IJSOC) Ranah Research : Journal of Multidisciplinary Research and Development Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Conference Proceedings International Conference on Education Innovation and Social Science Jurnal Komunitas (Komunikasi Tiada Batas) ENDLESS : International Journal of Future Studies INJECT Interdisciplinary Journal of Communication
Bambang Dwi Prasetyo
Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Brawijaya
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Journal : jurnal the messenger

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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 Althofi Rozaan Ammamilha Rosyaqotut Saqufa Anak Agung Ayu Mirah K.W Ananda Sabil Hussein Aniqo, Rifqi Antoni Antoni Antoni Antoni Antoni Arifin, Imam Khoirul Artanti, Neni Puji Daffa Yudhistira Damayanti, Liliannisa Darsono Wisadirana Dewi, Wayan Weda Asmara Djumari Putri, Dita Anggraini Ebthasarie, Kurnia Dwi Estu Widiyowati Fanty Pratiwi Meita Firmannandya, Ade Fitri Hariana Oktaviani Fitriani, Adjeng Dwi Hadija Mawaddah Hanum Kanthi Pramesthi Htoo, Naw Eh Wai Husniyah, Estri Khidmatul Husnu, Lalu Nurcholis Imam Khoirul Arifin Insani, Belariska Hidayah Irawan, Firda Dewi Kanto, Sanggar Khlil, Mazin Amir Mohammed Lalu Nurcholis Husnu Maulana, Mahesa Maulina Pia Wulandari Melati Budi Srikandi Moch Fuad Nasvian Moch. Shobastian Mahendra Muchtar Muchtar, Moch. Shobastian Mahendra Nafisah Zahra Nafisah Zahra Nia Miftakhul Jannah Nufian Susanti Febriani Nufian Susanti Febriani, Nufian Susanti Oktaviani, Fitri Hariana Patricia Baliana Da Costa Pramesthi, Hanum Kanthi Pramesthi, Hanum Kanthi Prasetyo, Redy Eko Pratiwi, Aqlia Putri Nila Rahmataini Rachmad Kriyantono Rachmat Kriyantono Rachmat Kriyantono Reza Safitri Rezki Rahmawati Riski Amalia Rosyidah, Ainun Rozaan, Althofi Sahri Aflah Ramadiansyah Sari, Diaz Situmorang, Benita Sujoko, Anang Susanti, Asta Ayu Syahri, Moch. Tri Suharto Tri Widyana Putri, Erisanti Trida, Mutiara Ulwan Fakhri Noviadhista ULWAN FAKHRI NOVIADHISTA Wayan Weda Asmara Dewi Widiyowati, Estu Yassaroh, Lora Sabila Zulkarnain