LI, SIN (2020) Penerapan Manajemen Krisis PT Lion Mentari Airlines Pasca Kecelakaan Pesawat PK-LQP. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Crisis is an unstable time for an organization, with a distinct possibility for an undesirable outcome.. Crisis also happened to PT Lion Mentari Airlines, after the PK-LQP plane crash on October 29th, 2018. The accident in 2018 had a huge impact on the reputation of Lion Air. Many actions must be taken up by Lion Air in response to this crisis, one of which is the action that Lion Air must take to the families of the victims of the accident. The purpose of this research is to find out and explain the application of crisis management to the families of accident victims that have been carried out by Lion Air. In Crisis Management Theory, Rhenald Kasali outlines strategies in managing crises, which consist of crisis identification, crisis analysis, isolating crises, crisis recovery strategies and crisis control programs. These steps to manage crisis will be used in this research to obtain the expected research results.The research method used in this research is descriptive qualitative case study approach. The subjects that will be examined in this study consist of 2 types of informants, namely key informants who have the status of Corporate Communication Strategic’s Lion Air and also supporting informants who are victims' families and flight observers. Primary data of this study were obtained from sources through in-depth interviews that are structured and open about the focus of research. Based on the results of research, the crisis that happen on Lion Air is a type of immediate crisis. Crisis handling by Lion Air is indeed in accordance with the pattern of crisis management strategies. Where the strategy used by Lion Air is an adaptive strategy. Even though it is in accordance with the pattern, Lion Air still finds some difficulties in implementing the crisis. The crisis management strategy undertaken by Lion Air was also verified through direct testimony from the victims' families and reviewed by Indonesian aviation observers. Keywords : Crisis Management, Victims Family, Public Relations, Reputation, Crisis. Krisis merupakan situasi tidak stabil yang dapat mengakibatkan kerugian pada perusahaan. Kondisi krisis juga pernah di alami PT Lion Mentari Airlines, pasca kecelakaan pesawat PKLQP pada 2018 silam. Kecelakaan tersebut membawa dampak besar bagi reputasi Lion Air. Banyak tindakan yang harus dilakukan oleh Lion Air dalam menyikapi hal ini, salah satunya adalah tindakan kepada pihak keluarga korban kecelakaan. Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan penerapan manajemen krisis kepada keluarga korban kecelakaan yang telah dilakukan oleh Lion Air. Dalam Teori Manajemen Krisis, Rhenald Kasali menjabarkan strategi dalam mengelola krisis, yaitu identifikasi, analisis, mengisolasi krisis, strategi pemulihan dan program pengendali. Langkah pengelolaan inilah yang digunakan dalam penelitian ini untuk memperoleh hasil penelitian yang diharapkan. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus. Subjek yang akan diteliti pada penelitian ini terdiri dari 2 tipe informan yaitu key informan yang berstatus Corporate Communication Strategic Lion Air dan juga informan pendukung yaitu keluarga korban dan pengamat penerbangan. Data primer penelitian ini diperoleh dari narasumber melalui wawancara mendalam yang terstruktur dan terbuka seputar fokus penelitian. Hasil dari penelitian yang dilakukan, krisis yang menimpa Lion Air merupakan tipe immediate crisis. Penanganan krisis yang dilakukan Lion Air juga sudah sesuai dengan pola strategi mengelola krisis dengan tipe strategi adiptif. Meskipun sudah sesuai pola, Lion Air masih menemukan beberapa kesulitan dalam penerapan krisis yang dilakukan. Strategi pengelolaan krisis yang dilakukan Lion Air ini juga diverifikasi melalui keterangan langsung keluarga korban serta di review oleh pengamat penerbangan Indonesia. Kata Kunci : Manajemen Krisis, Keluarga korban, Public Relations, Reputasi, Krisis.
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