Fathia Bixa Orellana, Kunto Adi Wibowo

ANALISIS HUBUNGAN RESPONS KRISIS DAN JENIS KRISIS DALAM KASUS PERETASAN AKUN INSTAGRAM RESMI @UNIVERSITASPADJADJARAN TERHADAP REPUTASI UNIVERSITAS PADJADJARAN

Introduction

Analisis hubungan respons krisis dan jenis krisis dalam kasus peretasan akun instagram resmi @universitaspadjadjaran terhadap reputasi universitas padjadjaran. Analisis hubungan respons dan jenis krisis dalam kasus peretasan akun Instagram resmi Universitas Padjadjaran (@unpad) terhadap reputasi. Temukan peran respons krisis digital.

Abstract

Perkembangan media sosial telah menjadikan Instagram sebagai kanal strategis komunikasi institusional perguruan tinggi, sekaligus meningkatkan kerentanan terhadap krisis digital seperti peretasan akun resmi. Salah satu kasus peretasan terjadi pada akun Instagram resmi Universitas Padjadjaran (@universitaspadjadjaran) pada April 2025, yang berpotensi memengaruhi reputasi institusi. Penelitian ini bertujuan untuk menganalisis hubungan antara respons krisis dan jenis krisis terhadap reputasi Universitas Padjadjaran dalam konteks peretasan akun Instagram resmi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 200 pengikut akun Instagram @universitaspadjadjaran yang mengetahui peristiwa peretasan. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa jenis krisis berpengaruh positif dan signifikan terhadap reputasi universitas. Respons krisis juga terbukti memiliki pengaruh positif dan signifikan terhadap reputasi, dengan pengaruh yang lebih dominan dibandingkan jenis krisis. Temuan ini menegaskan bahwa reputasi institusi pendidikan tinggi tidak hanya dipengaruhi oleh jenis krisis yang terjadi, tetapi terutama ditentukan oleh kualitas dan strategi respons krisis yang diterapkan. Penelitian ini memberikan kontribusi empiris terhadap kajian komunikasi krisis digital di lingkungan perguruan tinggi Indonesia.

Review

The study addresses a highly relevant and contemporary issue: digital crisis management for higher education institutions in the age of social media, using a pertinent case study of an Instagram account hack. The quantitative approach, employing Structural Equation Modeling–Partial Least Squares (SEM-PLS) on survey data from 200 followers, provides a robust methodological framework for examining the relationship between crisis response, crisis type, and institutional reputation. The findings, indicating significant positive influences of both crisis type and crisis response on reputation (with response being more dominant), offer valuable empirical insights into digital crisis communication. The stated aim to contribute to the empirical understanding of digital crisis communication in Indonesian higher education is well-aligned with the research design. However, a glaring inconsistency arises with the reported hacking incident occurring in "April 2025." If the research has already been conducted and analyzed, this date is impossible, suggesting a critical error in the abstract that must be rectified. This undermines the credibility of the temporal context of the study. While the methodology (SEM-PLS) is appropriate, the abstract could benefit from briefly outlining the specific dimensions or operationalizations of "crisis response," "jenis krisis" (crisis type), and "reputasi" (reputation) constructs. This would enhance clarity on what aspects were measured. Furthermore, the finding that "jenis krisis berpengaruh positif dan signifikan terhadap reputasi universitas" (crisis type has a positive and significant influence on university reputation) requires further elaboration. Given that hacking is inherently negative, a "positive" influence seems counter-intuitive; it needs to be clarified whether this refers to the *acknowledgment* of the crisis type, its *severity*, or some other facet that ultimately contributes positively to reputation *when managed appropriately*. Despite the noted concerns, this study holds significant practical implications for universities grappling with the complexities of digital crisis management. It strongly emphasizes the proactive and strategic development of crisis response protocols as a primary driver for reputation resilience. Future research could expand on these findings by exploring specific elements within crisis response strategies (e.g., speed, transparency, empathy) and their differential impacts, conducting comparative analyses across various institutions or crisis types, and integrating qualitative data to provide richer contextual understanding. Subject to addressing the identified temporal discrepancy and clarifying the interpretation of the "positive" influence of crisis type, this paper offers a timely and methodologically sound contribution to the literature on digital crisis communication in higher education, particularly within the Indonesian context.

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