SETIANINGSIH, LISA SULY (2025) POLA TANGGAPAN PEMBERITAAN NEGATIF ISU BROMAT PADA AIR AQUA DI MEDIA SOSIAL INSTAGRAM @sehataqua. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The issue of Bromate compounds in bottled drinking water (AMDK) emerged on February 16, 2024, sparking public concern. Although no specific brands were initially mentioned, the issue quickly gained attention due to its implications for public health. As one of the leading bottled water brands in Indonesia, AQUA became entangled in the controversy and responded to public concerns through its official Instagram account, @sehataqua, on February 24, 2024, by stating that its products are safe for consumption. The situation escalated further on February 28, 2024, when the TikTok account @masmasgalon69 claimed that AQUA had the highest Bromate content compared to other brands. This allegation increased public pressure on AQUA, prompting the company to take a more active approach in addressing the accusations through its social media channels. In this context, strategic communication became crucial in maintaining consumer trust and repairing the brand's reputation. This study aims to analyze the response patterns to the negative news regarding the Bromate issue, as conveyed through the Instagram account @sehataqua. The research adopts a descriptive qualitative approach using content analysis of relevant posts. The main focus is to identify the communication strategies used by AQUA in managing its reputational crisis in the digital space, particularly through social media. The analysis reveals that AQUA’s response to the Bromate issue employed crisis communication strategies based on William Benoit’s Image Repair Theory, particularly the strategies of denial and reducing offensiveness. These strategies were demonstrated through statements asserting that AQUA products are free from Bromate contamination, supported by laboratory test results that refer to World Health Organization (WHO) standards. The communication style used was informative and persuasive, employing simple yet convincing language. This approach reflects an effective and structured image repair effort in response to negative publicity via social media. Keywords: AQUA, Bromate, Instagram, crisis communication, response strategy, image repair Isu kandungan senyawa Bromat dalam air minum dalam kemasan (AMDK) mencuat pada 16 Februari 2024 dan memicu kekhawatiran publik. Meski awalnya tidak menyebut merek tertentu, isu ini dengan cepat menjadi sorotan karena menyangkut kesehatan masyarakat. Sebagai salah satu merek AMDK terkemuka, AQUA turut terseret dalam polemik ini dan merespons kekhawatiran tersebut melalui akun Instagram resmi @sehataqua pada 24 Februari 2024, dengan menyatakan bahwa produknya aman dikonsumsi. Namun, situasi kembali memanas ketika pada 28 Februari 2024, akun TikTok @masmasgalon69 menyebut bahwa AQUA memiliki kandungan Bromat tertinggi dibandingkan merek lain. Tuduhan ini memperbesar tekanan publik terhadap AQUA, mendorong perusahaan untuk lebih aktif merespons tudingan tersebut melalui kanal media sosialnya. Dalam konteks ini, komunikasi strategis menjadi sangat penting untuk menjaga kepercayaan konsumen dan memperbaiki citra merek. Penelitian ini bertujuan untuk menganalisis pola tanggapan terhadap pemberitaan negatif mengenai isu Bromat oleh akun Instagram @sehataqua. Pendekatan yang digunakan adalah deskriptif kualitatif dengan metode analisis isi terhadap konten unggahan terkait isu tersebut. Fokus utama adalah mengidentifikasi strategi komunikasi yang digunakan AQUA dalam menghadapi krisis reputasi di ruang digital, khususnya melalui media sosial. Hasil analisis menunjukkan bahwa tanggapan AQUA terhadap isu Bromat menggunakan strategi komunikasi krisis berdasarkan Image Repair Theory dari William Benoit, terutama dalam bentuk penyangkalan (denial) dan pengurangan dampak negatif (reducing offensiveness). Strategi ini diwujudkan melalui pernyataan bahwa produk AQUA aman dari Bromat serta penyampaian hasil uji laboratorium yang mengacu pada standar WHO. Gaya komunikasi yang digunakan bersifat informatif dan persuasif, dengan bahasa yang sederhana namun meyakinkan. Strategi ini mencerminkan upaya pemulihan citra yang efektif dan terstruktur dalam merespons pemberitaan negatif melalui media sosial. Kata Kunci: AQUA, Bromat, Instagram, komunikasi krisis, strategi tanggapan, image repair
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