Analisis Persepsi Konsumen Es Teh Indonesia Pada Tindakan Pemberian Surat Somasi

Abstract

In the digital age, the way public relations works has changed. The way public relations works is said to have changed because in the digital era, practice is carried out by utilizing new media in establishing communication and reaching audiences. The nature of new media, especially social media, which allows for interactivity is often used as a platform for consumers to share their experiences with a product. As was done by Gandhi when he wrote his complaint against Es Teh Indonesia. The nature of social media that goes viral easily makes the complaint spread easily, thus threatening the image of Es Teh Indonesia. The crisis management action taken by Es Teh Indoesia was in the form of giving a subpoena. Crisis management, which should be able to reduce risk, has drawn criticism and ridicule from netizens. The purpose of this study was to see consumer perceptions regarding the action of giving a subpoena to Gandhi which was carried out by Es Teh Indonesia. This study uses a mixed method, with case study approach and interview as data collection methods. The result of this study shows that the act of giving a subpoena carried out by Es Teh Indonesia was beyond consumer expectations. Because of this case, consumers are reluctant to write feedback to brands through social media and prefer to use a rating system or stop making purchases if there is dissatisfaction with the brand.