PERSEPSI PUBLIK TERHADAP CITRA AQUA PASCA VIRAL SIDAK DEDI MULYADI: STUDI NETNOGRAFI STRATEGI CYBER PUBLIC RELATIONS
DOI:
https://doi.org/10.52423/jikuho.v11i1.1988Keywords:
Citra, Cyber Public Relation, Persepsi Publik, ViralAbstract
Penelitian ini bertujuan menganalisis persepsi publik terhadap citra AQUA setelah viralnya inspeksi mendadak DEDI Mulyadi terkait penggunaan sumur bor di area produksi perusahaan. Peneltian ini menggunakan metode kualitatif dengan pendekatan netnografi terhitung dari Oktober sampai November 2025, melalui penelusuran percakapan publik di Instagram, Youtobe dan portsl berita untuk mengidentifikasi pola opini, emosi dan dinamika sentimen. Hasil penelitian menunjukkan bahwa peristiwa viral tersebut memicu gelombang persepsi negatif, yang ditandai dengan kekecewaan publik serta kecurigaan terhadap dugaan eksploitasi sumber air. Ketidakjelasan informasi awal dari perusahaan memperkuat spekulasi dan kritik. Namun, ketika AQUA mulai menerapkan strategi cyber public relations melalui pendekatan deny, diminish, rebuild dan bolstering, dinamika percakapan publik berangsur membaik. Strategi tersebut membantu mereduksi misinformasi dan berkontribusi pada pemulihan sebagian kepercayaan publik. Temuan ini menegaskan pentingnya kehadiran aktif dan transparan perusahaan di ruang digital, khususnya saat menghadapi krisis reputasi yang dipicu oleh konten viral. Pendekatan netnografi terbukti relevan untuk untuk memotret perubahan opini publik yang berkembang secara cepat di media sosial.
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