RAHAYU, RIA (2026) PENGARUH AKTIVITAS PUBLIC RELATIONS TERHADAP PEMULIHAN CITRA BRAND PASCA CANCEL CULTURE DI MEDIA SOSIAL INSTAGRAM (Studi Pada Konsumen Rose All Day). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of cancel culture on social media—particularly Instagram—has become a major challenge for brands in maintaining a positive image in the eyes of the public. One of the local brands affected by this is Rose All Day, which faced public backlash and a decline in brand perception due to issues that went viral online. In this context, public relations strategies play a critical role in the process of brand image recovery. This study aims to examine the influence of public relations strategies on the recovery of Rose All Day’s brand image following cancel culture incidents on Instagram. The research will employ a quantitative approach using a survey method by distributing questionnaires to consumers and followers of Rose All Day’s official Instagram account. The data will be analyzed using linear regression to identify the relationship between the independent variable (public relations strategies) and the dependent variable (brand image). The findings of this research are expected to provide deeper insights into the effectiveness of crisis communication strategies in the digital era, and serve as a reference for public relations practitioners in managing similar issues on social media platforms. Keywords: Public Relations, Brand Image, Cancel Culture, Instagram, Rose All Day. Fenomena cancel culture di media sosial, khususnya Instagram, telah menjadi tantangan besar bagi berbagai brand dalam menjaga citra positif di mata publik. Salah satu brand lokal yang terdampak adalah Rose All Day, yang sempat menjadi sorotan dan mengalami penurunan citra akibat tekanan publik di media sosial. Dalam konteks ini, strategi public relations memegang peranan penting dalam proses pemulihan citra brand. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh strategi public relations terhadap pemulihan citra brand Rose All Day pasca cancel culture di Instagram. Metode penelitian yang direncanakan adalah pendekatan kuantitatif dengan teknik survei melalui penyebaran kuesioner kepada konsumen dan pengikut akun Instagram Rose All Day. Analisis data akan dilakukan menggunakan uji statistik regresi linier untuk mengetahui hubungan antara variabel independen (strategi public relations) dan variabel dependen (citra brand). Diharapkan hasil penelitian ini dapat memberikan pemahaman yang lebih mendalam mengenai efektivitas strategi komunikasi krisis dalam ranah digital serta menjadi referensi bagi praktisi public relations dalam menghadapi situasi serupa di era media sosial. Kata kunci: Public Relations, Citra Brand, Cancel Culture, Instagram, Rose All Day.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222010036 |
| Uncontrolled Keywords: | Public Relations, Citra Brand, Cancel Culture, Instagram, Rose All Day. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 16 Mar 2026 01:29 |
| Last Modified: | 16 Mar 2026 01:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101651 |
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