Strategi Media Relations Gojek dalam Menangani Konflik Viral antara Driver dan Pelanggan Aplikasi X

Keisha Devira Assovie Keisha Devira Assovie; Muhammad Naufal Aditya Bentar; Alma Danisha Putri Alma Danisha Putri; Fitri Oktavia Tambunan Fitri Oktavia Tambunan

doi:10.25008/massa.v3i2.221

Authors

Keisha Devira Assovie Universitas Gunadarma
Muhammad Naufal Aditya Bentar Universitas Gunadarma
Alma Danisha Putri Universitas Gunadarma
Fitri Oktavia Tambunan Universitas Gunadarma

DOI:

https://doi.org/10.25008/massa.v3i2.221

Keywords:

komunikasi krisis, media relations, gojek, scct, opini publik digital

Abstract

Penelitian ini mengkaji strategi media relations Gojek dalam menangani krisis komunikasi yang dipicu oleh konflik tarif antara mitra pengemudi dan perusahaan, yang menjadi sorotan publik di media sosial X (sebelumnya Twitter). Melalui pendekatan kualitatif dengan metode studi kasus deskriptif, data dikumpulkan dari sumber sekunder seperti berita daring, pernyataan resmi perusahaan, dan unggahan media sosial. Analisis menggunakan kerangka Situational Crisis Communication Theory (SCCT) untuk mengidentifikasi pola strategi komunikasi krisis yang digunakan. Hasil menunjukkan bahwa Gojek menerapkan strategi diminish, rebuild, dan bolstering. Ketiganya dilakukan dengan menjelaskan kebijakan potongan komisi, membuka ruang dialog dengan mitra, serta menekankan komitmen terhadap perlindungan dan kesejahteraan pengemudi. Meski demikian, efektivitasnya belum optimal. Opini publik di media sosial tetap kritis dan dukungan terhadap pengemudi meningkat, diperkuat oleh pemberitaan media daring yang cenderung empatik. Kesimpulannya, strategi komunikasi Gojek belum sepenuhnya berhasil menjaga reputasi perusahaan, terutama dalam lanskap digital yang cepat, terbuka, dan sensitif terhadap isu keadilan sosial. Oleh karena itu, diperlukan pendekatan komunikasi yang lebih partisipatif dan adaptif terhadap dinamika opini publik digital.

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