PENGARUH PESAN KONTEN KLARIFIKASI INSTAGRAM PASCA-KRISIS PENARIKAN EYESHADOW TERHADAP TINGKAT KEPERCAYAAN FOLLOWERS PINKFLASH COSMETICS

Zalicha Tafuus Nurhaliza, . (2026) PENGARUH PESAN KONTEN KLARIFIKASI INSTAGRAM PASCA-KRISIS PENARIKAN EYESHADOW TERHADAP TINGKAT KEPERCAYAAN FOLLOWERS PINKFLASH COSMETICS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

A product recall crisis is a type of crisis that can threaten consumer trust in a brand. In 2024, Pinkflash Cosmetics faced a crisis after one of its eyeshadow products was recalled from the market. This situation had the potential to generate various negative perceptions among consumers and erode trust in the company. To address this crisis, Pinkflash Cosmetics shared various messages through its Instagram account @pinkflashcosmetics, providing information about the issue, the steps the company took to address it, and expressions of concern for affected consumers. This study aims to determine the extent of the influence of Instagram content messages as a crisis management strategy on the level of trust among Pinkflash Cosmetics followers, using a quantitative research method with an explanatory research design. This study employs the Situational Crisis Communication Theory (SCCT) proposed by Timothy Coombs. The research method used is explanatory quantitative. Primary data were collected through a questionnaire distributed to 100 respondents who are followers of the @pinkflashcosmetics Instagram account. The sample size was determined using Taro Yamane’s formula. The results of the coefficient of determination test indicate that Instagram content messages as a crisis management strategy account for 39.6% of the variation in the trust levels of Pinkflash Cosmetics followers, while 60.4% is influenced by other factors outside the scope of this study. Based on the results of the hypothesis test, it was found that H1 was accepted, meaning there is a significant influence of Instagram Content Messages as a Crisis Management Strategy on the Trust Level of Pinkflash Cosmetics Followers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411293] [Pembimbing: Vina Mahdalena] [Penguji 1: Damayanti] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Content Messages, Crisis, Instagram, Product Recalls, Social Media, Trust Levels.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ZALICHA TAFUUS NURHALIZA
Date Deposited: 03 Sep 2026 06:05
Last Modified: 03 Sep 2026 06:05
URI: http://repository.upnvj.ac.id/id/eprint/53692

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