Strategi Image Restoration Pertamina dalam Kasus ‘Pertamax Oplosan’ (Analisis Isi pada Pemberitaan di Media Online Kompas.com).

Abstract

This study is entitled Pertamina’s Image Restoration Strategy in the ‘Pertamax Adulteration’ Case (News Content Analysis on Kompas.com Online News Portal). This study aims to identify the forms of image restoration strategies of Pertamina according to William Benoit theory and describe the tendencies of communication strategies appearing in news articles related to the alleged ‘Pertamax Adulteration’ issue on the Kompas.com online news portal. This study uses qualitative approach with descriptive content analysis method for news articles published during the period 25–28 February 2025. The results of the study show the image restoration strategy used by Pertamina tends to use denial strategy, especially at the peak phase of public attention in the news. The denial strategy was further supported by the corrective action, expressions of goodwill, cooperative act towards legal and public processes, and explanations regarding other factors beyond the company's control. The communication pattern shows a shift in strategy, from initial openness to a more defensive and clarifying approach. Based on Kasali’s (2008) corporate image indicators, Pertamina’s communication strategy focused on strengthening corporate personality, maintaining reputation, and reinforcing the company’s values and consistency of corporate identity.