PR TIKET.COM COMMUNICATION CRISIS IN RESPONDING TO COMMENTS BY USERS ON INSTAGRAM @TIKETCOM DURING THE COVID-19 PANDEMIC
Abstract views: 204
,
pdf downloads: 87
Abstract
This study was designed to understand how Tiker.com responded to the crisis of comments posted on Instagram @tiketcom by tiket.com users during the COVID-19 pandemic. If social media is your vehicle for discovering the problems users are facing, you can follow up by interacting in the comments section of @tiketcom Instagram posts regarding the crisis. This survey data is in the form of text, images, and videos from @tiketcom Instagram posts from 18 September 2020 to 2 July 2021. This research is a qualitative research. The methodology used in this study is Situational Crisis Communication (SCCT) to understand the crisis model used by PR Tiket.com. SCCT theory suggests that a crisis in an organization is a threat because it affects the reputation created by the crisis, so that the right strategy is needed to deal with the crisis. The research was conducted in three stages: data exploration, data analysis, and discussion of the resulting data. PR Tiket.com uses a messaging strategy in every post to provide information on the latest developments during the COVID-19 pandemic, the messaging strategy consists of eight messaging categories, namely; accommodative strategies, anti-social or defensive, emphasising inter-organisational relationship, excellence or renewal, framing the crisis, framing the organization, routine communication, self-enhancement. The results of this study indicate that Tiket.com PR uses SCCT theory in every crisis given by user comments on @tiketcom Instagram posts when facing a comment crisis during the COVID-19 pandemic.
References
CNNIndonesia. (2020). Moda Transportasi Beroperasi, Larangan Mudik Tetap Berlaku. Retrieved from https://www.cnnindonesia.com/nasional/20200506120522-20-500615/moda-transportasi-beroperasi-larangan-mudik-tetap-berlaku.
CNNIndonesia. (2020). Sri Mulyani: Dampak Virus Corona Berat ke Perekonomian. Retrieved from https://www.cnnindonesia.com/ekonomi/20200401111243-532-489012/sri-mulyani-dampak-virus-corona-berat-ke-perekonomian.
Condorferries. (2020). Travel Statistics by Age Group 2020-2021. Retrieved from https://www.condorferries.co.uk/travel-statistics-by-age-group.
Getcraft. (2020). Indonesia Digital and Content Marketing Report 2017. Retrieved from https://marketingcraft.getcraft.com/.
Gunelius, S. (2011). 30-Minute Social Media Marketing. United States: McGraw-Hill Companies.
Ihsanuddin. (2020). Fakta Lengkap Kasus Pertama Virus Corona di Indonesia. Retrieved from https://nasional.kompas.com/read/2020/03/03/06314981/fakta-lengkap-kasus-pertama-virus-corona-di-indonesia?page=all.
Instagram. (2020). Retrieved from https://about.instagram.com/.
Kanalsatu. (2020). Akhir Tahun, tiket.com Mencatat Peningkatan Volume Transaksi. Retrieved from https://kanalsatu.com/id/post/55521/akhir-tahun--tiket-com-mencatat-peningkatan-volume-transaksi-.
Komarudin. (2019). Milenial Jadi Target Utama Agen Travel Online tiket.com. Retrieved from https://www.liputan6.com/lifestyle/read/4051604/milenial-jadi-target-utama-agen-travel-online-tiketcom.
Mayville, L. (2019). FACEBOOK VS. INSTAGRAM ADS: WHICH WORKS BETTER FOR TRAVEL MARKETING? Retrieved from https://www.windfarmmarketing.com/blog-travel-marketing/facebook-advertising-vs.-instagram-ads-which-platform-works-better-for-travel-marketing.
Puntoadi, D. (2011). Menciptakan Penjualan Melalui Social Media. Jakarta: PT Elex Komputindo.
Ramadhan, F. M. (2020). Syarat dan Fase Menghadapi New Normal. Retrieved from https://grafis.tempo.co/read/2073/syarat-dan-fase-menghadapi-new-normal.
Rayport, Jeffrey, F., & Jaworski, B. J. (2003). Introduction To E-Commerce. New York: McGraw-Hill.
Ruslan, R. (2002). Manajemen Humas dan Komunikasi, Konsepsi, dan Aplikasi. Jakarta: PT. Raja Grafindo Persada.
Soemanagara. (2008). Strategic Marketing Communications: Konsep Strategis dan Terapan. Bandung: Penerbit Alfabeta.
Soesanto, E. A. (2013). Aplikasi Instagram sebagai media komunikasi pemasaran online shop. Surabaya: Universitas Pembangunan Nasional "Veteran" Jawa Timur.
Thurau, H., Gwinner, K., G., W., & Gremler, D. (2004). Electronic Word of Mouth Via Consumer Opinion Platform : What Motivates Consumers To Articulate Themselves on The Internet? Journal of Interactive Marketing, 18(1), 38-52. Retrieved from https://www.researchgate.net/publication/227606375_Electronic_word-of-mouth_via_consumer-opinion_platforms_What_motivates_consumers_to_articulate_themselves_on_the_Internet.
Tiketcom, I. (2021). Retrieved from https://www.instagram.com/tiketcom/.
Traudt, P. J. (2005). Media Audiences, Effects An Introduction to the Study of Media Content and Audience Analysis. New York: Pearson.
Wilcox, L., Dennis, Cameron, T., Glen, & Agee. (2006). Public Relations: Strategies and Tactics (8th Ed). New Jersey: Pearson Education, Inc.
Copyright (c) 2023 JOSAR (Journal of Students Academic Research)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
