Brand Personality Selebriti Sebagai Strategi Komunikasi Krisis

Almira Shabrina; Rah Utami Nugrahani; Shafina Nasywa; Atala Aminia

doi:10.38194/jurkom.v7i2.872

Almira Shabrina Telkom University
Rah Utami Nugrahani Telkom University
Shafina Nasywa Telkom University
Atala Aminia Telkom University

DOI: https://doi.org/10.38194/jurkom.v7i2.872

Keywords: English

Abstract

The use of TikTok social media has made iced tea one of the drink brands that has become the top of mind for grab and go drinks in Indonesia. However, like a double-edged sword, the use of social media is one of the causes of problems that can lead to a bad reputation in the eyes of consumers. To prevent the Company's Image from getting worse, Es Teh Indonesia replaced the Chief Executive Officer who is now held by Nagita Slavina. For this reason, this research looks at how Nagita Slavina's brand personality as a crisis communication strategy. This study uses a descriptive qualitative research method to see how this CEO turnover phenomenon becomes an image for Indonesian iced tea. Researchers conducted research on six Generation Z informants who live on the island of Java and consume Indonesian iced tea more than 6 times. The results of the study show that Nagita Slavina's brand personality is less effective in handling the crisis management that has been carried out by Es The Indonesia.

Keywords: Brand Personality; Crisis Management; Es Teh Indonesia

References

Aaker, Jennifer Lynn. 1997. “Dimensions of Brand Personality.” SSRN Electronic Journal. doi: 10.2139/ssrn.945432.
Fajar, Arief. 2011. “Sistem Kendali Dan Strategi Penanganan (Manajemen) Krisis Dalam Kajian Public Relations.” Jurnal ASPIKOM 1(3):279. doi: 10.24329/aspikom.v1i3.25.
Freling, Traci H., and Lukas P. Forbes. 2005. “An Examination of Brand Personality through Methodological Triangulation.” Journal of Brand Management 13(2):148–62. doi: 10.1057/palgrave.bm.2540254.
Humaira, Fatiya Rumi. 2022. “Pemanfaatan Internet Oleh Pelaku Usaha Digital.”
Katadata Insight Center. 2020. “Digitalisasi, Strategi UMKM Selamat Dari Krisis.”
Oswaldo, Ignacio Geordi. 2022. “Mau IPO Tahun Depan, Begini Profil RANS Entertainment Milik Raffi Ahmad .”
Rahmadian, Nabilla, and Kahfi Dirga Cahya. 2020. “Alasan Konsep Kedai Kopi Grab and Go Kian Diminati .”
Satlita, Lena. 2015. “Strategi Komunikasi Dalam Menangani Krisis Organisasi.” Efisiensi - Kajian Ilmu Administrasi 5(2). doi: 10.21831/efisiensi.v5i2.3847.
Seimiene, Eleonora, and Egle Kamarauskaite. 2014. “Effect of Brand Elements on Brand Personality Perception.” Procedia - Social and Behavioral Sciences 156:429–34. doi: 10.1016/j.sbspro.2014.11.216.
Sugiyono. 2012. Memahami Penelitian Kualitatif. Bandung: Alfabeta.
Suharyanti, and Achmad Hidayat Sutawidjaya. 2012. “Analisis Krisis Pada Organisasi Berdasarkan Model Anatomi Krisis Dan Perspektif Public Relations.” Journal Communication Spectrum 2(2).
Thomas, Gary. 2021. How To Do Your Case Study. London: Sage Publication.
Widyastuti, Ariyani Yakti. 2022. “Nagita Slavina Resmi Ditunjuk Jadi CEO Es Teh Indonesia, Karyawan Sah Jadi ‘PNS.’”