KOMUNIKASI KRISIS PT KERETA API INDONESIA (PERSERO) MELALUI INSTAGRAM PADA PERISTIWA KECELAKAAN KA ARGO BROMO ANGGREK DAN KRL TAHUN 2026: ANALISIS TEKS BERDASARKAN SITUATIONAL CRISIS COMMUNICATION THEORY

Abstract

Crisis communication has become an essential aspect of organizational reputation management, particularly in the digital era where social media serves as the primary communication channel with the public. This study aims to analyze the crisis communication strategy employed by PT Kereta Api Indonesia (Persero) through its official Instagram account (@kai121_) following the Argo Bromo Anggrek and Commuter Line train accident in 2026. The research employed a qualitative approach using text analysis methods based on Situational Crisis Communication Theory (SCCT). The research corpus consisted of ten Instagram posts published between April 27 and May 13, 2026, which were selected purposively based on their relevance to the crisis event. Data were collected through documentation techniques and analyzed by examining the relationship between visual elements and captions in each post. The findings indicate that PT Kereta Api Indonesia (Persero) implemented a dynamic crisis communication strategy that evolved according to the stages of crisis management. During the initial phase, the company predominantly employed the Rebuild Strategy through public apologies, information regarding victim assistance, and organizational accountability. Subsequently, the communication shifted toward recovery efforts by emphasizing empathy, customer assistance, and support for victims' families. In the post-crisis stage, the organization adopted the Bolstering Strategy by reinforcing its commitment to public service, introducing a renewed service identity, and expressing appreciation to the public. These findings demonstrate that Instagram functions not only as an information dissemination platform but also as a strategic communication tool for rebuilding public trust and strengthening organizational reputation throughout the crisis management process.