Brand Image and Consumer Trust of University Students toward AQUA in the Context of Water Source Issue Crisis Communication

Abstract

This research aims to analyze how brand image influences university students' consumer trust in AQUA amidst the water source issue crisis, and to test the effectiveness of the company's crisis communication response based on the Situational Crisis Communication Theory (SCCT) framework. A qualitative research method utilizing in-depth interviews was conducted with 12 university students who are consumers of AQUA.

The findings indicate that the crisis triggered a significant polarization of consumer trust, dividing respondents into two almost equally comparable groups. The majority group who remained trusting (70%) were successfully retained by AQUA due to the solidity of the Brand Image and long-term positive experience, which served as a Bolster strategy (SCCT). Conversely, the minority group (30%) experienced a significant decline in trust, demanding high accountability and proving that a strong Brand Image is insufficient to overcome product integrity issues.

SCCT analysis shows that although AQUA employed the appropriate crisis communication strategies (Rebuild and Bolster), its tactical implementation through digital clarification was deemed less credible by the critical group. Consumers demanded formality and the validation of evidence by third-party authorities (BPKN, experts) or a high-accountability format (press conference), indicating that the crisis was perceived as a Preventable Crisis. This study concludes that a complete restoration of trust requires the company to supplement the SCCT Rebuild strategy with transparency based on scientific evidence and formal communication tactics, aiming to bridge the credibility gap caused by the crisis.