THE INFLUENCE OF DIGITAL CONTROVERSY ON CONSUMER TRUST: A CASE STUDY OF BASO A FUNG AND INFLUENCERS IN SOCIAL MEDIA

Authors

  • Aisya Azzahra Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author
  • Wulan Sari Putri Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author
  • Tanya Chynta Wulandari Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author
  • Afrini Yuninda Silitonga Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author
  • Muhammad Reza Pahlevi Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author
  • Muhammad Akmal Suhandi Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara Author

Keywords:

Digital Controversy, Consumer Trust, Halal Certification, Social Media, Crisis Communication

Abstract

This study investigates the impact of digital controversies on consumer trust, focusing on the case of Baso A Fung, which faced backlash over a viral video suggesting halal status concerns. Using a qualitative case study approach, data were collected through social media content analysis and online news documentation. The findings reveal that the controversy damaged perceptions of the product’s halal certification and diminished consumer trust. The research underscores the critical role of crisis communication strategies and social responsibility in addressing sensitive issues and preserving brand integrity in the digital age.

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Published

2024-02-29

Issue

Vol. 1 No. 1 (2024): MEDIA KULTURA: Journal of Media Cultural Studies

Section

Articles

How to Cite

THE INFLUENCE OF DIGITAL CONTROVERSY ON CONSUMER TRUST: A CASE STUDY OF BASO A FUNG AND INFLUENCERS IN SOCIAL MEDIA. (2024). MEDIA KULTURA: Journal of Media Cultural Studies, 1(1), 1-7. https://journal.aspublisher.co.id/index.php/mediakultura/article/view/863