Persepsi Pelanggan Terhadap Strategi Pemulihan Citra Brand Thanksinsomnia Pasca Krisis Reputasi Owner

Abstract

This qualitative case study aims to analyze customer perceptions of Thanksinsomnia management's non-participatory crisis response strategy through closing communication access, and its impact on long-term trust and loyalty. The issue emerged due to the owner's moral crisis, which was responded to by terminating cooperation and closing the Instagram comment section. Data were gathered through documentation and in-depth interviews with young active consumers. The results show that disabling comment access was perceived negatively as a unilateral defensive action that cut off two-way communication. This policy triggered a boomerang effect, stimulating wild speculation and negative assumptions among consumers. Furthermore, an operational discrepancy was found where the brand shut down interaction on Instagram but remained aggressively active doing live sales on TikTok, creating an unethical double-standard impression. In conclusion, in the creative streetwear industry, ethical reputation and open communication are the primary foundations of loyalty. A slow, closed, and inconsistent crisis communication style is proven to erode trust and permanently destroy customer loyalty.