<![CDATA[PT Royal Teknik Gemilang is a company engaged in after-sales services for electronic products, where its reputation is highly dependent on its ability to handle customer complaints effectively. This study aims to identify the communication strategies implemented by the company in responding to customer complaints in order to maintain and enhance its reputation. The research method used is descriptive qualitative, employing in-depth interviews with key informants. The findings indicate that the company applies seven main communication strategies: integrated two-way communication, proactive and structured responses, a solution-focused and win-win approach, simplified language, a supportive internal culture, data-driven evaluation, and reputation monitoring through surveys and digital media. These strategies are supported by an system and continuous training for the customer service team. Despite obstacles such as technician delays, the company is still perceived as professional and trusted by customers due to its ability to respond quickly and transparently. The implementation of symmetrical two-way communication serves as a key foundation for maintaining customer trust and building a sustainable reputation. Keywords: Communication Strategy, Customer Complaints, Corporate Reputation. Abstrak PT Royal Teknik Gemilang merupakan perusahaan yang bergerak di bidang layanan purna jual produk elektronik, di mana reputasi sangat ditentukan oleh kemampuan dalam menangani keluhan customer secara efektif. Penelitian ini bertujuan untuk mengetahui strategi komunikasi yang diterapkan perusahaan dalam merespons keluhan customer guna menjaga dan meningkatkan reputasi perusahaan. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik wawancara mendalam kepada key informan. Hasil penelitian menunjukkan bahwa perusahaan menerapkan tujuh strategi komunikasi utama, yaitu: komunikasi dua arah yang terintegrasi, respons proaktif dan terstruktur, pendekatan solutif, penyederhanaan bahasa, budaya internal yang mendukung, evaluasi berbasis data, serta pemantauan reputasi melalui survei dan media digital. Strategi ini didukung oleh sistem serta pelatihan berkelanjutan kepada tim customer service. Meskipun terdapat kendala seperti keterlambatan teknisi, perusahaan dinilai tetap profesional dan dipercaya oleh customer karena mampu merespons dengan cepat dan terbuka. Penerapan komunikasi dua arah simetris menjadi landasan utama dalam menjaga kepercayaan dan membangun reputasi yang berkelanjutan. Kata Kunci: Strategi Komunikasi, Keluhan Customer, Reputasi Perusahaan.]]>
