Image Restoration Erick Thohir dalam Krisis Sepak Bola Nasional
(Studi Analisis Komentar Publik pada Instagram Resmi @erickthohir)
DOI:
https://doi.org/10.61104/alz.v3i6.2861Keywords:
Pemulihan Citra, Komunikasi Krisis, Media Sosial, Opini Publik, PSSIAbstract
Krisis sepak bola nasional, dipicu oleh keputusan PSSI di bawah kepemimpinan Erick Thohir terkait pergantian pelatih, telah menimbulkan reaksi publik masif di media sosial dan berdampak pada reputasi organisasi. Penelitian ini bertujuan menganalisis strategi pemulihan citra (image restoration) yang dilakukan Erick Thohir melalui akun Instagram resminya @erickthohir. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis isi komentar publik. Data utama adalah 60 komentar dengan likes tertinggi (Top Comments) pada tiga unggahan Instagram @erickthohir yang merepresentasikan tiga fase krisis. Hasil penelitian menunjukkan adanya pergeseran sentimen publik signifikan. Fase pertama (pemberhentian Shin Tae Yong) didominasi sentimen campuran. Sentimen ini berubah menjadi negatif, kemarahan, dan sinisme pada fase kedua (kegagalan lolos Piala Dunia). Pada fase ketiga (pemecatan Patrick Kluivert), respons publik lebih positif, mengapresiasi langkah Erick Thohir yang menerapkan strategi corrective action dan mortification. Tindakan corrective action dan mortification yang diambil Erick Thohir terbukti efektif dalam mengelola persepsi dan memulai pemulihan kepercayaan publik di ruang digital pasca krisis.
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