WIDIYAWATI, FINISYA (2025) ANALISIS SENTIMEN: PENANGANAN SITUASIONAL AMERICAN AIRLINES PADA TRAGEDI AMERICAN EAGLE FLIGHT 5342. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study examines how American Airlines managed the crisis following the American Eagle Flight 5342 tragedy through sentiment analysis of public responses on the social media platform X. The research focuses on four main aspects: public sentiment toward the crisis, attribution of responsibility, crisis communication strategies, and prior crisis history. The objective is to understand digital public responses and identify the form of responsibility attribution, the communication strategies employed, and the influence of past crises. This study applies the Situational Crisis Communication Theory (SCCT), which includes indicators of responsibility attribution, crisis history, and communication strategies (denial, diminish, rebuild, bolster). Using a mixed-method approach, the researcher analyzed 8,115 tweets from X using the Support Vector Machine (SVM) algorithm to classify sentiments into positive, negative, and neutral. The findings reveal that the public attributed the incident as an accidental crisis, resulting in considerable expectations of responsibility from American Airlines. Public sentiment was mostly neutral, followed by moderately negative responses, and weak positive sentiment. The dominant communication strategies used were diminish and bolster, which were insufficient to fully counteract critical perceptions due to the airline’s crisis history. This study emphasizes the importance of data-driven and empathetic communication strategies in rebuilding public trust after a crisis.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini membahas bagaimana American Airlines menangani krisis pasca-tragedi American Eagle Flight 5342 melalui analisis sentimen publik di media sosial X. Empat fokus utama penelitian meliputi sentimen publik terhadap krisis, atribusi tanggung jawab, strategi komunikasi krisis, dan riwayat krisis sebelumnya. Tujuan penelitian ini adalah memahami respons publik digital serta mengidentifikasi bentuk atribusi tanggung jawab, strategi komunikasi yang digunakan, dan riwayat krisis. Penelitian ini menggunakan teori Situational Crisis Communication Theory (SCCT) dengan indikator atribusi tanggung jawab, riwayat krisis, dan strategi komunikasi (denial, diminish, rebuild, bolster). Dengan pendekatan mixed method, peneliti menganalisis 8.115 tweet di media sosial X menggunakan algoritma Support Vector Machine (SVM) untuk mengklasifikasikan sentimen menjadi positif, negatif, dan netral. Hasil penelitian menunjukkan bahwa publik mengatribusikan insiden ini sebagai accidental crisis, sehingga ekspektasi terhadap tanggung jawab American Airlines cukup signifikan. Sentimen publik cenderung netral, disusul oleh negatif berintensitas sedang, dan positif yang lemah. Strategi komunikasi dominan berupa diminish dan bolster, namun belum sepenuhnya meredam persepsi kritis akibat riwayat krisis. Penelitian ini menekankan pentingnya strategi komunikasi berbasis data dan empati dalam membangun kembali kepercayaan publik pasca-krisis. | ||||||
| Uncontrolled Keywords: | Crisis Communication, Situational Crisis Communication Theory (SCCT), Sentiment Analysis, Komunikasi Krisis, teori Situational Crisis Communication Theory (SCCT), Analisis Sentimen | ||||||
| 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: | finisya finisya widiyawati | ||||||
| Date Deposited: | 27 Aug 2025 06:48 | ||||||
| Last Modified: | 27 Aug 2025 06:48 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52792 |
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