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Abstract

This study analyzes the crisis communication strategy employed by PT ANTAM Tbk in response to the spread of misinformation concerning allegations of gold-related corruption in 2025. The crisis was sparked by a social media post suggesting that ANTAM's gold products were counterfeit, although the actual issue involved unauthorized use of the brand by former employees. Using a qualitative case study and the Situational Crisis Communication Theory (SCCT) framework, this paper evaluates the company’s strategic communication in mitigating reputational damage and maintaining stakeholder trust. Findings indicate that PT ANTAM deployed fact-based clarification, emphasized operational integrity, and reiterated strong corporate governance—aligned with SCCT’s recommended strategies for accidental/preventable crises. These insights offer practical implications for managing corporate reputation risks in the digital era.

Keywords: Crisis communication, misinformation, SCCT, corporate reputation, PT ANTAM, BUMN, business governance.

Bahasa Abstract

Penelitian ini menganalisa strategi komunikasi krisis yang digunakan oleh PT ANTAM Tbk dalam merespons penyebaran misinformasi terkait tuduhan korupsi dan pemalsuan emas pada tahun 2025. Krisis ini dipicu oleh unggahan media sosial yang menuduh produk emas ANTAM palsu, meskipun permasalahan sebenarnya berkaitan dengan penyalahgunaan merek oleh mantan karyawan. Dengan pendekatan studi kasus kualitatif dan menggunakan kerangka teori Situational Crisis Communication Theory (SCCT), penelitian ini mengevaluasi efektivitas komunikasi strategis perusahaan dalam meredam kerusakan reputasi dan menjaga kepercayaan pemangku kepentingan. Hasil penelitian menunjukkan bahwa PT ANTAM mengedepankan klarifikasi berbasis fakta, menekankan integritas operasional, serta menguatkan komitmen terhadap tata kelola perusahaan selaras dengan strategi SCCT untuk krisis yang bersifat aksidental atau preventif. Temuan ini memberikan implikasi praktis dalam pengelolaan risiko reputasi korporasi di era digital.

Kata kunci: komunikasi krisis, misinformasi, SCCT, reputasi perusahaan, PT ANTAM, BUMN, tata kelola bisnis.

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