Strategi Komunikasi Persuasif Pink Flash dalam Mengatasi Kritik Publik di Tiktok (Studi Kasus pada Konten Klarifikasi).

Abstract

This study aims to explore the persuasive communication strategies implemented by Pink Flash in clarification content on the TikTok platform in relation to the issue of product withdrawal by the Indonesian Food and Drug Authority (BPOM), as well as their impact on public sentiment as reflected in positive comments. This research adopts a qualitative approach through content analysis of clarification content in the form of visual slides and text, along with an analysis of netizen comments appearing on the related posts. The object of this study focuses on six clarification slides published through Pink Flash’s official TikTok account, as well as five positive netizen comments as indicators of public response. The analysis is conducted by referring to persuasive communication components, namely credibility appeal, rational appeal, emotional appeal, clarity, and consistency.The findings reveal that Pink Flash’s persuasive communication strategy is manifested through information transparency, message clarity, and the presentation of concrete solutions in the form of compensation, which effectively build public trust and positive perceptions. Visual and textual messages delivered consistently are able to enhance brand credibility and trigger the emergence of positive sentiment in the comment section.This study concludes that the appropriate implementation of persuasive communication strategies in social media clarification content can positively influence public responses and play a crucial role in maintaining audience trust during crisis situations.