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All Journal The Indonesian Journal of Communication Studies eProceedings of Management
Uritani, Anry Dannya Fahrozi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Wacana Komunikasi Krisis Kasus OverClaim Brand Azarine Dan Daviena Di Media Sosial Tiktok Uritani, Anry Dannya Fahrozi; Ekaputri, Sarah Derma
eProceedings of Management Vol. 12 No. 5 (2025): Oktober 2025
Publisher : eProceedings of Management

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Abstract

Penelitian ini membahas wacana yang muncul di media sosial TikTok sebagai respons terhadap krisis overclaim kandungan produk oleh dua brand lokal skincare, Azarine dan Daviena. Tujuan utama penelitian ini adalah untuk menganalisis bentuk wacana yang berkembang serta bagaimana wacana tersebut berhubungan satu sama lain dalam membentuk opini publik. Penelitian ini menggunakan pendekatan kualitatif dengan metode Discourse Network Analysis (DNA) untuk memetakan struktur dan keterkaitan antarwacana. Data diperoleh melalui observasi serta dokumentasi. Hasil penelitian menunjukkan bahwa Azarine dan Daviena memiliki strategi komunikasi krisis yang berbeda, di mana Azarine cenderung menggunakan strategi rebuild melalui permintaan maaf, sementara Daviena menerapkan strategi deny dengan menyerang pihak pengkritik. Perbedaan pendekatan ini berdampak pada persepsi publik terhadap brand trust, loyalitas, kualitas yang dirasakan, dan risiko yang dirasakan. Temuan ini menunjukkan bahwa keberhasilan komunikasi krisis di era digital sangat bergantung pada respons awal brand terhadap krisis dan kemampuan membangun narasi yang meyakinkan publik di media sosial. Penelitian ini diharapkan dapat menjadi acuan dalam pengelolaan krisis brand di ranah digital. Kata Kunci : brand trust, Discourse Network Analysis, komunikasi krisis, overclaim, TikTok,
The TikTok Judgment: Examining Brands’ Crisis Response Through Public Discourses in Social Media Ekaputri, Sarah Derma; Uritani, Anry Dannya Fahrozi
The Indonesian Journal of Communication Studies Vol. 18 No. 2 (2025): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

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Abstract

This research investigates the public discourse associated with crisis communication strategies utilized by two Indonesian skincare brands, A and D, following allegations concerning the overclaims of product ingredients. By employing a qualitative approach that incorporates Discourse Network Analysis (DNA), this study aims to find and map the emergent narratives and relational dynamics found within dialogues as responses to the official press releases issued by each brand on TikTok. Findings indicate a divergence in strategic response: Brand A engaged in a rebuilding approach using a public apology, while Brand D adopted a denial strategy that provoked further antagonism from critics. These contrasts engendered significantly different public responses related to brand trust, perceived quality, consumer loyalty, and perceived risk of the brands. The investigation emphasizes the critical importance of prompt, empathetic, and transparent communication in the context of digital crisis management, offering valuable insights for brands navigating a reputational dilemma in the contemporary social media landscape.
Co-Authors Sarah Derma Ekaputri