Putri, Syafira Aurell Irma (2026) ANALISIS KOMUNIKASI KRISIS PT KAI PADA UNGGAHAN INSTAGRAM TERKAIT PERISTIWA KECELAKAAN KA ARGO BROMO ANGGREK DAN KRL TAHUN 2026. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Crisis communication plays a crucial role in maintaining an organization's reputation, particularly in the digital era where social media has become a primary communication channel between organizations and the public. This study aims to analyze the crisis communication strategy employed by PT Kereta Api Indonesia (Persero) through its official Instagram account, @kai121_, following the 2026 Argo Bromo Anggrek and Commuter Line train accident. This study employed a qualitative approach using text analysis based on the Situational Crisis Communication Theory (SCCT). The research corpus consisted of ten Instagram posts published between April 27 and May 13, 2026, selected purposively based on their relevance to the crisis event. Data were collected through documentation and analyzed by examining the integration of visual elements and captions in each post. The findings reveal that PT Kereta Api Indonesia (Persero) implemented a crisis communication strategy that evolved throughout the stages of crisis management. Based on Situational Crisis Communication Theory (SCCT), the crisis communication employed was dominated by a “Rebuild Strategy” characterized by the issuance of apologies, the provision of information regarding victim care, and the demonstration of organizational accountability. Subsequently, communication evolved to convey empathy and offer support services to victims and their families. Entering the post-crisis phase, the company reinforced messages regarding its commitment to service, the establishment of a new service identity, and the expression of appreciation to the public. This study demonstrates that Instagram serves not merely as a channel for information dissemination but also as a strategic medium for rebuilding public trust and strengthening organizational reputation throughout the crisis management process.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.3 Communication in Organizations H Social Sciences > HE Transportation and Communications |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Syafira Aurell Irma Putri | ||||||||
| Date Deposited: | 21 Jul 2026 07:08 | ||||||||
| Last Modified: | 21 Jul 2026 07:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56603 |
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