Product Crisis Management Through Continuous Communication: A Content Analysis Approach Using The Case of Honda Astra Indonesia

Rizky Saputra, Lies Utami Efni Safitri

Abstract


Abstract

This study investigates the crisis communication strategies employed by Honda Astra Indonesia in response to the eSAF (Enhanced Smart Architecture Frame) issue, which posed significant challenges to the company's reputation and customer trust due to product quality concerns. The urgency of this research lies in understanding how effective crisis communication can mitigate reputational damage and restore public confidence in the automotive industry. Utilizing crisis communication theory, which emphasizes transparency, consistency, and swift responsiveness, this study examines the approaches Honda Astra Indonesia adopted to manage the crisis.A content analysis method was employed to analyze various data sources, including official press releases, media reports, and public responses on social media platforms Instagram. The analysis aimed to identify key themes and assess the effectiveness of the communication strategies implemented by Honda Astra Indonesia.Findings indicate that the company's consistent and transparent communication through regular press releases, which outlined the steps taken to address the eSAF issue, played a crucial role in mitigating the negative impact. Media reports reflected mixed perspectives, with some criticism of product quality and appreciation of the company's corrective actions. Social media analysis revealed diverse public responses, ranging from concerns about safety to praise for the company's prompt response and transparency. The study's novelty lies in its comprehensive examination of how different communication channels and strategies contribute to crisis management in the automotive industry. It provides valuable insights into best practices for effectively managing product-related crises and highlights the importance of maintaining open and transparent communication with stakeholders. These findings offer practical implications for other companies facing similar challenges, emphasizing the need for structured and proactive communication plans to restore and maintain public trust during crises.

 

Abstrak

Kajian ini mengulas strategi komunikasi krisis yang digunakan oleh Honda Astra Indonesia dalam menanggapi isu eSAF (Enhanced Smart Architecture Frame), yang memberikan tantangan signifikan terhadap reputasi perusahaan dan kepercayaan pelanggan karena masalah kualitas produk. Urgensi penelitian ini terletak pada pemahaman bagaimana komunikasi krisis yang efektif dapat memitigasi kerusakan reputasi dan memulihkan kepercayaan masyarakat terhadap industri otomotif. Memanfaatkan teori komunikasi krisis yang menekankan transparansi, konsistensi, dan kecepatan tanggap, penelitian ini mengkaji pendekatan yang diterapkan Honda Astra Indonesia dalam mengelola krisis. Metode analisis konten digunakan untuk menganalisis berbagai sumber data, termasuk siaran pers resmi, laporan media, dan tanggapan publik di platform media sosial Instagram. Analisis bertujuan untuk mengidentifikasi tema-tema utama dan menilai efektivitas strategi komunikasi yang diterapkan Honda Astra Indonesia. Temuan menunjukkan bahwa komunikasi perusahaan yang konsisten dan transparan melalui siaran pers rutin, yang menguraikan langkah-langkah yang diambil untuk mengatasi masalah eSAF, memainkan peran penting dalam memitigasi dampak negatif. Laporan media mencerminkan perspektif yang beragam, dengan beberapa kritik terhadap kualitas produk dan apresiasi terhadap tindakan perbaikan yang dilakukan perusahaan. Analisis media sosial mengungkapkan tanggapan masyarakat yang beragam, mulai dari kekhawatiran mengenai keselamatan hingga pujian atas respons cepat dan transparansi perusahaan. Kebaruan studi ini terletak pada pemeriksaan komprehensif tentang bagaimana berbagai saluran komunikasi dan strategi berkontribusi terhadap manajemen krisis di industri otomotif. Laporan ini memberikan wawasan berharga mengenai praktik terbaik untuk mengelola krisis terkait produk secara efektif dan menyoroti pentingnya menjaga komunikasi yang terbuka dan transparan dengan para pemangku kepentingan. Temuan-temuan ini menawarkan implikasi praktis bagi perusahaan-perusahaan lain yang menghadapi tantangan serupa, dengan menekankan perlunya rencana komunikasi yang terstruktur dan proaktif untuk memulihkan dan menjaga kepercayaan publik selama krisis

 


Keywords


Crisis Communication, Honda Astra Indonesia, Product

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DOI: http://dx.doi.org/10.20527/mc.v9i2.20176

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