Chandra Dewi, Andini Paramesti (2025) Strategi Komunikasi Krisis "Portee Goods" dalam Menghadapi Isu Plagiarisme di Media Sosial. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The phenomenon of reputational crisis in the era of social media has grown increasingly complex, marked by the rapid circulation of information and the active participation of digital publics in shaping narratives. This study aims to analyze the crisis communication strategy employed by Portee Goods, a local footwear brand based in Bandung, in response to allegations of design plagiarism that emerged and evolved across multiple social media platforms. The core issue addressed in this research focuses on how the brand formulated and executed its crisis communication strategy within the dynamics of digital communication. This research adopts a descriptive qualitative approach with a case study method. Data were collected through in-depth interviews with five informants, including communication practitioners, academics, consumers, and observers of the creative industry, as well as documentation of social media content. The theoretical framework employed includes Social-Mediated Crisis Communication (SMCC) to examine the dynamics of crisis discourse on social media, and Image Repair Theory (IRT) to assess the rhetorical strategies used in reputation recovery. The findings reveal that Portee Goods’ crisis communication strategy was reactive, ambiguous, and lacked transparency. From the SMCC perspective, the company failed to manage its relationship with the digital public in a strategic and participatory manner, thereby allowing the crisis to escalate through the actions of digital creators and online communities. Meanwhile, based on IRT, the brand primarily relied on reducing offensiveness strategies, particularly bolstering and transcendence, without issuing explicit clarifications, apologies, or corrective actions. These strategies were implemented across three phases: (1) the crisis response phase, marked by satirical and unaccommodating posts; (2) the post-crisis phase, characterized by the absence of public clarification or evaluation; and (3) the reflection phase, which showed a lack of transparent organizational learning. The study concludes that the absence of two-way communication, transparency, and empathetic engagement rendered Portee Goods’ strategy ineffective in mitigating the escalation of the crisis. However, its effectiveness can also be interpreted through its ability to sustain public attention, increase engagement, and reinforce brand identity within the digital landscape. This research emphasizes the importance of strategic readiness in social media-based crisis communication and highlights the relevance of SMCC and IRT in analyzing the dynamics of communication in the digital era.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Andini Paramesti Chandra Dewi | ||||||||
| Date Deposited: | 02 Sep 2025 02:40 | ||||||||
| Last Modified: | 02 Sep 2025 02:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39920 |
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