Analisis Strategi Komunikasi Krisis Perusahaan terhadap Kebijakan Pemutusan Hubungan Kerja Sementara: Studi Kasus Pabrik Mie Sedaap Menjelang Lebaran

Abstract

This study examines the crisis communication strategy of PT Karunia Alam Segar, the producer of Mie Sedaap, in handling the policy of temporarily laying off outsourced employees ahead of Eid al-Fitr, which has sparked controversy in the community. The study aims to analyze the communication strategy used by the company, the message delivery mechanism, and the public response to the policy. The study used a qualitative method with a case study approach through document analysis and a literature review. Data were obtained from online news articles, official company documents, and literature related to crisis communication, then analyzed using thematic analysis. The results show that the company implemented a crisis communication strategy of bolstering, emphasizing the company's contribution to employees and justifying it through policy explanations as operational adjustments. However, this strategy was not fully effective because the company's messages tended to be technical and focused on economic aspects, while the public interpreted the issue from the perspective of social empathy, workers' rights regarding THR (Holy Holiday Allowance), and cultural values and traditions of Eid al-Fitr. This study shows that the success of crisis communication is determined not only by information transparency but also by the company's ability to understand the social and cultural context of the community.