MANAJEMEN REPUTASI DANONE-AQUA DALAM PEMULIHAN CITRA PASCA KASUS BOIKOT PRODUK BERAFILIASI ISRAEL (Analisis Isi Kualitatif Konten @AquaLestari di Instagram)

Pratama, Gilang Ilham (2024) MANAJEMEN REPUTASI DANONE-AQUA DALAM PEMULIHAN CITRA PASCA KASUS BOIKOT PRODUK BERAFILIASI ISRAEL (Analisis Isi Kualitatif Konten @AquaLestari di Instagram). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The boycott against AQUA, as part of the Boycott, Divestment, and Sanctions (BDS) movement due to alleged affiliation with Israel, has affected the company’s reputation. This study aims to analyze the reputation management carried out by Danone-AQUA in restoring its image following the boycott, focusing on the Instagram @AQUALestari posts from August 23, 2023, to September 9, 2024. This research uses the Qualitative Content Analysis (QualCA) method to analyze the content of the posts on the Instagram account. The findings show that AQUA's reputation management follows Robin Ten Dolle’s model, which includes the stages of prevention, reaction, and learning and evaluation. In the prevention stage, AQUA focuses on providing values to shape a positive narrative and reduce the potential escalation of negative issues related to the affiliation with Israel. In the reaction stage, AQUA prefers to avoid strategies that could worsen the situation, such as deleting reactions or directly acknowledging the issue. In the learning and evaluation stage, AQUA demonstrates its commitment to sustainability through various Corporate Social Responsibility (CSR) activities in education, economic empowerment, and environmental fields, which further strengthen its reputation. Through this approach, AQUA successfully mitigated the negative impact of the boycott and improved its corporate image in the eyes of the public.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Social and Political Sciences > Departement of Communication
Depositing User: Gilang Ilham Pratama
Date Deposited: 12 Dec 2024 04:45
Last Modified: 12 Dec 2024 04:45
URI: https://repository.upnjatim.ac.id/id/eprint/32882

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