Persepsi Perempuan Dewasa Terhadap Brand Image Grabcar Paska Kasus Pelecehan Seksual di Kecamatan Tambora Jakarta Barat

Sinaga, Angel Tania Febriyanti (2022) Persepsi Perempuan Dewasa Terhadap Brand Image Grabcar Paska Kasus Pelecehan Seksual di Kecamatan Tambora Jakarta Barat. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Persepsi merupakan proses manusia mengambil input sensorik dari panca indra dimana manusia mengatur dan menafsirkannya untuk mendapatkan pengetahuan, wawasan dan pemahaman tentang dunia sekitarnya. Persepsi mempunyai tiga faktor yaitu perhatian, fungsional dan stuktural. Pada akhir desember 2021, beredar viralnya kasus pelecehan seksual di mayarakat, yang dilakukan oleh pengguna Grabcar kepada penumpangnya. Berita tersebut muncul di media online, membuat timbul berbagai persepsi masyarakat khususnya perempuan pada layanan Grabcar, karena merasa takut dan tidak nyaman, sehingga dapat berdampak buruk pada Brand Image Grabcar. Penelitian ini menggunakan paradigma konstruktivisme, pendekatan kualitatif deskriptif, dengan metode studi kasus. Metode pengumpulan dengan cara observasi dan wawancara. Responden pada penelitian ini berjumlah 12 orang, berbagai macam persepsi dari semua responden tersebut hampir seluruhnya menggambarkan persepsi yang buruk pada brand image Grabcar pasca kasus pelecehan seksual hal ini dikarenakan memberi kesan yang negatif pada masyarakat pada layanan Grabcar. Kata Kunci: Persepsi, Brand Image, Grabcar, Pelecehan Seksual. / Perception is the process of humans taking sensory input from the senses in which humans organize and interpret them to gain knowledge, insight and understanding of the world around them. Perception has three factors: mindfulness, functional and stuctural At the end of December 2021, there was a virus of sexual harassment in the public, which Grabcar user then carried out to his passengers. It appears in online media, creating a wide range of perceptions in people especially around grabcar services, because of fear and insecurity, and therefore, it can also reflect poorly on the brand image grabcar. The study USES a constructive paradigm, the deskipctive qualitative approach, with case study methods. The method of gathering by observation and interview 12 people responded to this study, the wide range of perceptions of all those respondents almost entirely described a poor perception of the brand image Grabcar after a sexual harassment case because it exposes people negatively to grabcar services Keywords: Persepsi, Brand Image, Grabcar, Sexual Haarassmen

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