RAYANI, NAYLA AURA (2024) STRATEGI MANAJEMEN REPUTASI PT. INSPIRASI BISNIS NUSANTARA DI TENGAH BOIKOT BRAND MELALUI PENGELOLAAN AKUN INSTAGRAM @HAUS.INDONESIA (Studi Kasus pada November 2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Since the Hamas-Palestine-Israel conflict on October 7, 2023, there has been a massive boycott on social media. Haus Indonesia has felt the impact of the product boycott, leading to a decrease in engagement on Instagram, which affects public perception positively. To address this, they implemented a reputation management strategy by creating content that supports Palestine. This study aims to understand the reputation management strategy of PT. Inspirasi Bisnis Nusantara amid brand boycotts through managing their Instagram account @haus.indonesia in November 2023. The circular model of SOME by Regina Luttrell offers a strategic approach for social media practitioners in communication planning that is easy to follow, encompassing four stages: Share, Optimize, Manage, and Engage. This model facilitates companies to build strong relationships with the audience through effective message management on social media platforms, thus forming a positive image and maintaining reputation. The concept of reputation management according to Fombrun emphasizes the importance of balancing between the perception and reality of the company, where perception reflects the stakeholders' views and reality encompasses the company’s performance and policies. To maintain a good reputation, companies need to actively communicate the positive realities and build positive perceptions through effective communication strategies. The research method used in this study is a case study with a constructive paradigm. This research applies source triangulation techniques to verify the validity of the data by comparing information from various sources such as interviews, observations, and documentation related to the reputation management strategy of PT. Inspirasi Bisnis Nusantara on the Instagram account @haus.indonesia, to gain a comprehensive and accurate understanding. Based on the research findings, it was discovered that the circular model of SOME is effective in their social media management. Through the Share stage, the brand successfully established connections and loyalty with the audience through interactive content and support for social issues. In the Optimize stage, the 'listen and learn' principle was applied to create innovative content, while the Manage stage focused on media monitoring and responsiveness to the audience. Finally, the Engage stage emphasizes collaboration with influencers, which can help turn negative perceptions into positive ones and maintain a good reputation, as seen from the increased engagement on their Instagram account. Sejak konflik Hamas Palestina-Israel pada 7 Oktober 2023, boikot besar-besaran di media sosial terjadi. Haus Indonesia mengalami imbas boikot produk sehingga menurunnya engagement di Instagram yang memengaruhi persepsi positif publik. Untuk memperbaikinya, mereka menerapkan strategi manajemen reputasi dengan konten mendukung Palestina. Penelitian ini bertujuan untuk mengetahui strategi manajemen reputasi PT. Inspirasi Bisnis Nusantara di tengah boikot brand melalui pengelolaan akun Instagram @haus.indonesia pada bulan November 2023. Model sirkuler SOME oleh Regina Luttrell menawarkan pendekatan strategis bagi praktisi media sosial dalam perencanaan komunikasi yang mudah diikuti, mencakup empat tahap: Share, Optimize, Manage, dan Engage. Model ini memfasilitasi perusahaan untuk membangun hubungan yang kuat dengan audiens melalui pengelolaan pesan yang efektif di platform media sosial, sehingga dapat membentuk citra positif dan mempertahankan reputasi. Konsep manajemen reputasi menurut Fombrun menekankan pentingnya keseimbangan antara persepsi dan realitas perusahaan, di mana persepsi merupakan pandangan stakeholders dan realitas mencakup kinerja serta kebijakan perusahaan. Untuk mempertahankan reputasi yang baik, perusahaan perlu aktif mengkomunikasikan kenyataan positif dan membangun persepsi yang positif melalui strategi komunikasi yang efektif. Metode penelitian yang digunakan dalam penelitian ini adalah studi kasus dengan paradigma konstruktivisme. Penelitian ini menerapkan teknik triangulasi sumber untuk memverifikasi keabsahan data dengan membandingkan informasi dari berbagai sumber seperti wawancara, observasi, dan dokumentasi terkait strategi manajemen reputasi PT. Inspirasi Bisnis Nusantara di akun Instagram @haus.indonesia, guna mendapatkan pemahaman yang akurat dan komprehensif. Berdasarkan hasil penelitian, ditemukan bahwa model sirkuler SOME efektif dalam pengelolaan media sosial mereka. Melalui tahap Share, brand berhasil membangun koneksi dan loyalitas dengan audiens lewat konten interaktif dan dukungan untuk isu sosial. Pada tahap Optimize, prinsip 'listen and learn' diterapkan untuk menciptakan konten inovatif, sementara tahap Manage berfokus pada media monitoring dan responsivitas terhadap audiens. Akhirnya, tahap Engage menekankan kolaborasi dengan influencers, yang dapat membantu mengubah persepsi negatif menjadi positif dan mempertahankan reputasi yang baik, seperti terlihat dari peningkatan engagement di akun Instagram mereka.
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