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All Journal Jurnal The Messenger Conference Proceedings International Conference on Education Innovation and Social Science
Husniyah, Estri Khidmatul
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Education Social Sciences

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Reading The Public Pulse: Sentiment Analysis of Overclaim Crisis in Indonesia Husniyah, Estri Khidmatul; Prasetyo, Bambang Dwi; Oktaviani, Fitri Hariana
Proceedings International Conference on Education Innovation and Social Science 2025: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

The objective of this study is to analyze public sentiment regarding two local beauty brands in Indonesia, Azarine and The Originote, which were involved in an overclaim crisis on social media. The primary objective of this study is to ascertain the distribution of positive, negative, and neutral sentiments. Additionally, it seeks to elucidate how these sentiment patterns are influenced by the crisis communication strategies implemented by each brand during and after the crisis. A descriptive quantitative method employing sentiment analysis was utilized to collect data from user comments on Instagram and TikTok during the crisis period. The findings indicate that The Originote is more likely to elicit a higher proportion of positive sentiments in comparison to Azarine, a discrepancy attributable to The Originote's strategic emphasis on transparency, acknowledgment of missteps, and dedication to ongoing enhancement. In contrast, Azarine exhibits a diminished prevalence of positive sentiment, signifying a potential for persuasion among audiences who have not yet formed a definitive opinion. These findings indicate that brand response patterns directly influence public sentiment distribution, which in turn affects post-crisis image recovery. This study offers practical implications for local brands to integrate crisis mitigation strategies with proactive public sentiment management. It also opens avenues for further research on the relationship between sentiment intensity and consumer loyalty in the beauty industry.
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 Bambang Dwi Prasetyo Oktaviani, Fitri Hariana