Analisis Komunikasi Krisis Situasional Brand Skincare Anak: Kontroversi Moell dalam Acara Marapthon

Abstract

This study analyzes the crisis communication strategy implemented by a children's skincare brand in response to a social media controversy. Using a qualitative content analysis approach, this research examines digital communication data derived from live streaming videos, social media posts, public comments, and online news coverage. The findings reveal that the crisis is categorized as a preventable crisis, where the organization is attributed a high level of responsibility by the public. The initial response strategy, involving denial and justification, intensified negative public reactions and accelerated reputational damage. A subsequent shift toward a rebuilding strategy through formal apology demonstrated partial alignment with SCCT recommendations; however, its effectiveness was limited due to delayed timing and inconsistency with earlier responses. This study offers novelty by extending the application of Situational Crisis Communication Theory (SCCT) to a value-driven crisis context involving child-oriented brands in social media environments. The findings highlight that emotional responses and moral expectations significantly amplify attribution of responsibility beyond conventional SCCT crisis clusters. Theoretically, this research contributes to SCCT by emphasizing response timing, value congruence, and digital public engagement in shaping crisis communication outcomes. Practically, it underscores that effective crisis communication requires responsiveness to public sentiment and platform dynamics.