Tanggapan Mahasiswa terhadap Komunikasi Krisis Perusahaan Grab Indonesia (Studi Deskriptif pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

The research entitled "Student Responses to the Crisis Communication of the Grab Indonesia Company (Descriptive Study of Students at the Faculty of Social and Political Sciences, University of North Sumatra)" aims to find out how students at the Faculty of Social and Political Sciences, Universitas Sumatera Utara respond to communication crisis carried out by the Indonesian Grab Company in overcoming the Boycott Movement of the Grab application. This research used a population of 3093 people. The sampling technique used a non-probability sampling technique with a purposive sampling approach so that a sample size of 97 people was obtained. The theory used in the research is the Crisis Communication theory by Timothy W. Coombs and also the Stimulus-Response theory to explain how the public responds to crisis messages based on the stimulus they receive from the organization. The method used in this research is a descriptive quantitative method with the aim of providing a clear and accurate picture of the phenomenon or situation being studied. The data analysis technique used in this research is single table analysis using the SPSS 21 application. The results of the research show that the response of Universitas Sumatera Utara (USU) students to the Grab crisis that occurred in Gaza varied. This is influenced by the stimulus provided by Grab in dealing with the crisis. The stimulus in question includes clarification of information related to the crisis, an apology for Grab's involvement in the crisis, and humanitarian aid efforts carried out by Grab to help crisis victims. This variation in student responses shows that the stimulus provided by Grab in dealing with the crisis had a significant impact on public perception and assessment