Communication Strategies for Maintaining Reputation of Brunsj Cafe
Main Article Content
Vibri Indah Lisyah
Pinky Avisa Ratri
Bryan Permana Putra
This study analyzes the communication strategies implemented by the Public Relations team of Brunsj Cafe in addressing an issue of unprofessional customer service that triggered negative perceptions on social media. Using a descriptive qualitative method and the RACE framework (Research, Action, Communication, Evaluation), this research identifies the steps taken by Brunsj to respond to the issue while strengthening its digital reputation. The findings reveal that Brunsj followed a systematic issue-resolution process through problem identification, strategic planning, service improvement, and evaluative monitoring of public responses. The PR efforts focused on enhancing staff–customer interactions, reinforcing service SOPs, ensuring transparent communication, and providing prompt responses to customer complaints. Continuous evaluation indicates that reputation recovery cannot be achieved in a short time but requires consistent two-way communication and ongoing digital monitoring. This study emphasizes the importance of balancing service quality, employee behavior, and digital communication strategies in maintaining a company’s reputation in the social media era
Afifah, N. (2021). Pengaruh corporate social responsibility (CSR) dan reputasi perusahaan terhadap nilai perusahaan. Ekuitas: Jurnal Ekonomi dan Keuangan, 5(3).
Antwi, B. O. (2024). The mediated role of corporate image between public relations practices and customers’ emotional responses. Cogent Business & Management. https://doi.org/10.1080/23311886.2024.2378539
Bender, G. W. (2024). Strategi komunikasi krisis Pertamina pada kasus viral BBM Pertamax merusak kendaraan. Jurnal Public Relations-JPR, 5, 50–56.
Chen, C.-C., Hung, C.-H., & Huang, S.-J. (2021). The role of corporate social responsibility and customer trust in corporate image formation. International Journal of Environmental Research and Public Health, 18(16), 8275. https://doi.org/10.3390/ijerph18168275
Ge, Y., Yuan, Q., Wang, Y., & Park, K. (2021). The structural relationship among perceived service quality, perceived value, and customer satisfaction: Focused on Starbucks Reserve Coffee Shops in Shanghai, China. Sustainability, 13(15), 8633. https://www.mdpi.com/2071-1050/13/15/8633
Khotimah, I. (2022). Pengaruh electronic word of mouth (eWOM) di media sosial terhadap minat dan keputusan berkunjung di Surabaya. Jurnal Pariwisata Terapan Nusantara. https://ejournal.unesa.ac.id/index.php/jptn/article/view/47117
Mitra, P. (2022). Strategi komunikasi AMPHURI dalam membangun citra perusahaan pada anggota. Jurnal Syntax Transformation, 3(1).
http://jurnal.syntaxtransformation.co.id/index.php/jst/article/view/498
Puspitasari, R., & Widayati, T. (2022). Enhancing corporate image through employee behavior and service quality in digital era. The Asian Journal of Professional & Business Studies, 2(1), 1–10. http://www.ajpbs.com/index.php/ajpbs/article/view/38
Purwitasari, A. (2024). Word of mouth sebagai alat pemasaran efektif: Tinjauan literatur empiris. Jurnal Akuntansi, Ekonomi dan Manajemen, 493–507. https://www.ejurnal.kampusakademik.co.id/index.php/jaem/article/view/3303
Sartika, & Rachmat, I. (2023). Strategi public relations dalam meningkatkan citra perusahaan pada PT. Telkomsel Tbk. Jurnal Sosial dan Sains, 3(2). http://sosains.greenvest.co.id
Sari, D. (2022). Analisis integrasi konsep SERVQUAL dan Quality Function Deployment (QFD) dalam rangka meningkatkan ekspektasi konsumen dan kualitas layanan jasa transportasi. Jurnal Ilmiah Pengabdian Masyarakat Bisnis, 6. https://www.e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/116
Rahman, M., et al. (2023). Service Quality and Its Impact on Corporate Image in the Hospitality Sector. https://www.researchgate.net/publication/351780048_Hotel_Service_Quality_The_Impact_of_Service_Quality_on_Customer_Satisfaction_in_Hospitality
Riama, C. O. (2021). Peran influencer dalam proses electronic word of mouth untuk meningkatkan persepsi merek. Jurnal Komunikasi, 2, 156–175. https://pdfs.semanticscholar.org/fba2/bd8eff736e6adb95f1ef7510ff1ef1292567.pdf
Tahir, A. H. (2024). The impact of brand image on customer satisfaction and corporate reputation. 10(4). https://doi.org/10.1016/j.heliyon.2024.e36254
Widianto, H., & Zunaidi, R. A. (2024). Measuring the level of public service quality using SERVQUAL method in Gayungan Village, Surabaya City. Transformasi: Jurnal Manajemen Pemerintahan, 78–87. https://doi.org/10.33701/jtp.v16i1.3165
Widyasari, S., & Sari, D. P. (2023). The influence of corporate social responsibility and service quality on customer loyalty mediated by corporate image. International Journal of Marketing & Business Communication, 12(1), 58–71. https://www.ijmbc.in/index.php/ijmbc/article/view/154
Yusuf, M., & Wijaya, I. B. (2024). Digital reputation management: The urgency of evaluating negative online reviews. Journal of Management and Marketing Review, 9(1), 12–25. https://jmmr.e-journal.id/jmmr/article/view/421
Ghozali, I. ., Riswandha Imawan, M. ., Rifqi Zamzami, M. ., & Zuhri, S. . (2023). WEBMAP UNTUK PENGEMBANGAN JALUR IRIGASI BARU DI KABUPATEN LAMONGAN. SATUKATA: Jurnal Sains, Teknik, Dan Studi Kemasyarakatan, 1(5), 255–264. https://doi.org/10.47353/satukata.v1i5.1401
Riswandha Imawan, M., Rifqi Zamzami, M., & Ghozali, I. (2023). PANDANGAN ORANG TUA DALAM PENGGUNAAN APLIKASI MEDIA SOSIAL DI ANAK REMAJA (STUDI KASUS: KOTA SURABAYA). SATUKATA: Jurnal Sains, Teknik, Dan Studi Kemasyarakatan, 1(4), 149–156. https://doi.org/10.47353/satukata.v1i4.1015
Riswandha Imawan, M. (2023). MODEL PEMBELAJARAN KOOPERATIF TIPE TPS-TGT PADA PEMBELAJARAN MATEMATIKADI KELAS VIII SMP N 1 SEMARANG. 1(1), 1–9. https://doi.org/10.3342/jursih.v1i1.14
Riswanda, M., & Ghozali, I. (2020). Tips & Trick Android Root:Cara Cepat dan Mudah Belajar Tips & Trick Android. Jakad Media Publishing. www.nandroid19.com
ZamZami, M. R., Wibowo, N. C., Ana Wati, S. F., Ghozali, I., & Imawan, M. R. (2024). Rancang Bangun Sistem Informasi Berbasis Web Menggunakan Metode Waterfall. CYCLOTRON, 7(01), 61–66. https://doi.org/10.30651/cl.v7i01.21084
Rifqi Zamzami, M., Cahyo Wibowo, N., Seftin Fitri Ana Wati, dan, & Pembangunan Nasional Veteran Jawa Timur Jl Rungkut Madya No, U. (2024). CYCLOTRON : Jurnal Teknik Elektro Rancang Bangun Sistem Informasi Telemedicine Berbasis Web Menggunakan Metode Waterfall. CYCLOTRON, 7(01), 61–66. https://journal.um-surabaya.ac.id/cyclotron/article/view/21084
Pemikiran, P., Pendidikan, D., Islam, A., & Imam, G. (2023). DINAMIKA PENDIDIKAN AGAMA ISLAM PADA PTU. https://repository.upnjatim.ac.id/12336/
Rifqi Zamzami, M., Riswandha Imawan, M., Ghozali, I., & Muhammadiyah Surabaya, U. (2024). A Comparative Study On Hadoop Ecosystem: Hive And HBase-A Literature Review. JSSTEK - Jurnal Studi Sains Dan Teknik, 2(1), 97–112. https://doi.org/10.3342/jsstek.v2i1.26
Ghozali, I., Imawan, M. R., Zamzami, M. R., & Zuhri, S. (2023). WEBMAP UNTUK PENGEMBANGAN JALUR IRIGASI BARU DI KABUPATEN LAMONGAN. SATUKATA: Jurnal Sains, Teknik, dan Studi Kemasyarakatan, 1(5), 255-264.
Imawan, M. R. (2023). MODEL PEMBELAJARAN KOOPERATIF TIPE TPS-TGT PADA PEMBELAJARAN MATEMATIKADI KELAS VIII SMP N 1 SEMARANG. Jurnal Studi Islam dan Hukum Syariah, 1(1), 1-9.
Irawan, Deni. “Menciptakan Harmoni Dengan Dialog Antar Umat Beragama.” Religi XV, no. 2 (2019).
Ghozali, I., Imawan, M. R., & Zamzami, M. R. (2024). PENDIDIKAN MULTIKULTURALISME DALAM ISLAM. Jurnal Studi Islam dan Hukum Syariah, 2(1), 103-112.
Ghozali, I., Zuhri, S., Imawan, M. R., & Zamzami, M. R. (2024). PUASA MENURUT AGAMA ISLAM DAN KATOLIK. Jurnal Studi Islam dan Hukum Syariah, 2(1), 113-126.
Romadhon, D. W. S., & Imawan, M. R. (2024). KEMAMPUAN KOMUNIKASI DAN BERPIKIR KREATIF PESERTA DIDIK PADA MATERI ORGANISASI KEHIDUPAN MELALUI PENERAPAN MODEL PROJECT BASED LEARNING (PjBL). PROCEEDING UMSURABAYA, 1(1).
Zamzami, M. R., Imawan, M. R., & Ghozali, I. (2025). ANALISIS KOMPREHENSIF PERBANDINGAN FRAMEWORK COBIT DAN ITIL. JSSTEK-Jurnal Studi Sains dan Teknik, 3(1), 154-161.
Ghozali, I., Zamzami, M. R., Imawan, M. R., & Illiyyina, I. (2025). The Influence of the Merdeka Curriculum on the Digitalization of Religious Education Learning. Ta'dibuna: Jurnal Pendidikan Islam, 14(5), 554-564.
