ZALZILLAH, LULU NUR (2025) PENGARUH PENGELOLAAN KOMUNIKASI KRISIS PUBLIC RELATIONS PT INDONESIA BAKERY FAMILY TERHADAP KEPUTUSAN PEMBELIAN KEMBALI ROTI AOKA (STUDI PADA MAHASISWA UNIVERSITAS SULTAN AGENG TIRTAYASA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the influence of crisis communication management by Public Relations of PT Indonesia Bakery Family on the repurchase decision of AOKA Bread among students of Sultan Ageng Tirtayasa University. The focus of this study is on the perception of young consumers in making repurchase decisions after the company conducted crisis communication management. The theory used is the Situational Crisis Communication Theory (SCCT) developed by Coombs as the basis for analysis. This research uses a quantitative approach with an explanatory survey type that explains cause-and-effect relationships and tests the influence between the variables of crisis communication management and repurchase decisions. The sample in this study consisted of 100 respondents obtained through purposive sampling technique, with criteria: active Untirta students, knowing or having purchased Aoka Bread, and being aware of the issue regarding Aoka Bread suspected of containing Sodium Dehydroacetate. Data were analyzed using normality test, linearity test, correlation, and simple regression. The results showed a positive and significant relationship between crisis communication management and repurchase decisions, with an influence value of 30.5%. These findings indicate that an appropriate crisis communication strategy can influence Untirta students to repurchase the product.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh pengelolaan komunikasi krisis Public Relations PT Indonesia Bakery Family terhadap keputusan pembelian kembali Roti AOKA pada mahasiswa Universitas Sultan Ageng Tirtayasa. Fokus penelitian ini adalah pada persepsi konsumen muda dalam mengambil keputusan pembelian kembali setelah perusahaan melakukan pengelolaan komunikasi krisis. Teori yang digunakan adalah Situational Crisis Communication Theory (SCCT) yang dikembangkan oleh Coombs sebagai dasar analisis. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory survey yang menjelaskan hubungan sebab-akibat serta menguji pengaruh antara variabel pengelolaan komunikasi krisis dan keputusan pembelian kembali. Sampel dalam penelitian ini berjumlah 100 responden yang diperoleh melalui teknik purposive sampling, dengan kriteria: mahasiswa aktif Untirta, mengetahui atau pernah membeli Roti Aoka, serta mengetahui isu mengenai Roti Aoka yang diduga mengandung Sodium Dehydroasetat. Data dianalisis menggunakan uji normalitas, linearitas, korelasi, dan regresi sederhana. Hasil penelitian menunjukkan adanya hubungan yang positif dan signifikan antara pengelolaan komunikasi krisis dan keputusan pembelian kembali, dengan nilai pengaruh sebesar 30,5%. Temuan ini menunjukkan bahwa strategi komunikasi krisis yang tepat dapat mempengaruhi mahasiswa Untirta untuk melakukan pembelian kembali produk. | ||||||
| Uncontrolled Keywords: | SCCT, Crisis Communication, Repurchase Decision, AOKA Bread, PT IBF SCCT, Komunikasi Krisis, Keputusan Pembelian Kembali, Roti AOKA, PT IBF. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Lulu Nur Zalzillah | ||||||
| Date Deposited: | 19 Aug 2025 02:55 | ||||||
| Last Modified: | 19 Aug 2025 02:55 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52052 |
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