Komunikasi Krisis di Era Digital: Studi Kasus Krisis Keuangan dan Hukum Pada PT Sri Rejeki Isman TBKK (SRITEX)

Abstract

Crisis communication in the manufacturing industry significantly affects reputation and business stability. This study analyzes public and media responses to the crisis faced by PT Sri Rejeki Isman Tbk (Sritex), which experienced debt default (PKPU) in 2021 and a legal crisis involving its President Commissioner in 2024. The study employs a qualitative descriptive method using a case study approach to analyze media coverage and public sentiment on social media. Findings indicate that Sritex's lack of transparency in crisis communication led to dominant negative sentiment in both media and the public. National and international media highlighted the crisis’s impact on the textile industry and investor confidence, while public criticism on social media fueled speculation. Based on Situational Crisis Communication Theory (SCCT), Sritex’s communication strategy largely avoided public engagement, worsening negative perceptions. This study emphasizes the importance of a more proactive and solution-oriented crisis communication strategy, such as corrective action and mortification strategy, to restore public trust.