Strategi maskapai Garuda Indonesia dalam membangun citra perusahaan selama pandemi tahun 2020 = Garuda Indonesia Airline Strategy in Building a Corporate Image during the Pandemic In 2020

Aditya, Bintang Wahyu (2022) Strategi maskapai Garuda Indonesia dalam membangun citra perusahaan selama pandemi tahun 2020 = Garuda Indonesia Airline Strategy in Building a Corporate Image during the Pandemic In 2020. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid – 19 memberikan dampak krisis pada industri penerbangan. Krisis yang melanda tersebut terjadi akibat pembatasan mobilisasi masyarakat sehingga berdampak pada penurunan jumlah penumpang. Penurunan tersebut seiring dengan menurunya minat penumpang untuk menggunakan transportasi udara karena kekhawatiran akan penyebaran virus. Hal ini menjadi tantangan untuk membangun citra perusahaan yang aman dari penyebaran virus Covid-19. Sebagai maskapai terbesar di Indonesia, Garuda Indonesia perlu meyakinkan masyarakat bahwa penerbangannya aman dari penyebaran virus Covid-19. Penelitian ini bertujuan untuk menganalisa strategi maskapai Garuda Indonesia dalam membangun citra perusahaan selama pandemi Tahun 2020. Teori yang digunakan Situational crisis communication theory (SCCT). Metode penelitian kualitatif digunakan untuk mendeskripsikan strategi yang digunakan. Pengumpulan data dilakukan dengan teknik wawancara mendalam melalui dua informan dan teknik analisis data secara kualitatif. Hasil temuan penelitian ini adalah strategi respon yang dilakukan Garuda Indonesia adalah mengingatkan (reminder). Garuda Indonesia melakukan inovasi dengan mengecat hidung pesawat menjadi pesawat bermasker, tujuannya untuk membentuk citra bahwa Garuda Indonesia serius dalam memberlakukan protokol kesehatan. Hal tersebut didukung dengan penerapan protokol kesehatan selama penerbangan agar para penumpang memiliki pengalaman yang baik saat terbang bersama Garuda Indonesia. Penelitian selanjutnya diharapkan dapat meneliti hingga tahap efektivitas strategi membangun citra perusahaan selama masa pandemi./The Covid-19 pandemic has had a crisis impact on the aviation industry. The crisis that hit occurred due to restrictions on community mobilization that resulted in a decrease in the number of passengers. The decline was in line with the declining interest of passengers to use air transportation due to concerns about the spread of the virus. This is a challenge to build a company image that is safe from the spread of the Covid-19 virus. As the largest airline in Indonesia, Garuda Indonesia needs to convince the public that its flights are safe from the spread of the Covid-19 virus. This study aims to analyze the strategy of Garuda Indonesia airline in building a corporate image during the 2020 pandemic. The theory used is Situational crisis communication theory (SCCT). Qualitative research methods are used to describe the strategies used. Data was collected by using in-depth interview techniques through two informants and qualitative data analysis techniques. The findings of this study are that the response strategy adopted by Garuda Indonesia is to remind (reminder). Garuda Indonesia innovated by painting the nose of the plane into a masked plane, the aim was to form an image that Garuda Indonesia was serious in enforcing health protocols. This is supported by the implementation of health protocols during flights so that passengers have a good experience when flying with Garuda Indonesia. Future research is expected to be able to examine the effectiveness of strategies to build a company's image during the pandemic.

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