Strategi Public Relations Dalam mempertahankan Citra Perusahaan Melalui Media Sosial Instagram (Studi Kualitatif Pada Akun @Starbucksindonesia)

Udjulawa, Michael Dohan (2025) Strategi Public Relations Dalam mempertahankan Citra Perusahaan Melalui Media Sosial Instagram (Studi Kualitatif Pada Akun @Starbucksindonesia). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi public relations yang diterapkan oleh Starbucks Indonesia dalam mempertahankan citra perusahaan melalui akun Instagram resmi @starbucksindonesia, khususnya di tengah persaingan industri kopi yang semakin ketat. Starbucks Indonesia menghadapi tantangan dari berbagai kompetitor lokal seperti Kopi Kenangan, Janji Jiwa, Tuku, dan Fore Coffee yang menawarkan pendekatan harga dan komunikasi digital yang lebih agresif serta adaptif terhadap tren lokal. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, serta teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Teori yang digunakan dalam penelitian ini adalah teori Public Relations dari Cutlip, Center & Broom dengan pendekatan RACE (Research, Action, Communication, Evaluation), serta konsep citra perusahaan menurut Frank Jefkins dan Agus M. Anggoro. Hasil penelitian menunjukkan bahwa Starbucks Indonesia mengimplementasikan berbagai strategi PR di Instagram, seperti pemanfaatan konten visual dan storytelling, kolaborasi dengan influencer lokal, kampanye musiman, serta interaksi aktif dengan audiens melalui fitur komentar dan direct message. Strategi ini bertujuan untuk menciptakan engagement yang kuat, menjaga konsistensi pesan merek, serta memperkuat persepsi positif di tengah masyarakat. Dalam menghadapi persaingan, Starbucks menonjolkan nilai-nilai global dan pengalaman premium yang menjadi pembeda dari para pesaing lokal yang lebih fokus pada pendekatan harga dan lokalitas. Penelitian ini menyimpulkan bahwa strategi public relations berbasis media sosial yang responsif, kreatif, dan terstruktur mampu menjadi alat penting dalam mempertahankan citra perusahaan di era digital yang kompetitif. Kata Kunci: Strategi Public Relations, Citra Perusahaan, Instagram, Media Sosial, Kompetitor. / This study aims to determine the public relations strategy implemented by Starbucks Indonesia in maintaining the company's image through the official Instagram account @starbucksindonesia, especially amidst the increasingly tight competition in the coffee industry. Starbucks Indonesia faces challenges from various local competitors such as Kopi Kenangan, Janji Jiwa, Tuku, and Fore Coffee which offer a more aggressive pricing and digital communication approach and are adaptive to local trends. This study uses a qualitative approach with a case study method, as well as data collection techniques in the form of interviews, observations, and documentation. The theory used in this study is the Public Relations theory from Cutlip, Center & Broom with the RACE (Research, Action, Communication, Evaluation) approach, as well as the concept of corporate image according to Frank Jefkins and Agus M. Anggoro. The results of the study show that Starbucks Indonesia implements various PR strategies on Instagram, such as the use of visual content and storytelling, collaboration with local influencers, seasonal campaigns, and active interaction with the audience through the comments and direct message features. This strategy aims to create strong engagement, maintain brand message consistency, and strengthen positive perceptions in the community. In facing competition, Starbucks emphasizes global values and premium experiences that differentiate it from local competitors who focus more on price and locality approaches. This study concludes that a responsive, creative, and structured social media-based public relations strategy can be an important tool in maintaining a company's image in the competitive digital era. Keywords: Public Relations Strategy, Corporate Image, Instagram, Social Media, Competitors.

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