ANALYSIS OF THE ROLE OF PUBLIC RELATIONS OF MIE GACOAN MEDAN–MANSYUR IN MAINTAINING CUSTOMER LOYALTY AMID HYGIENE ISSUES

Abstract

This study was prompted by the reputational crisis faced by Mie Gacoan Medan-Mansyur Branch following the viral hygiene issues on social media, which led to a decline in customer loyalty. The focus of this research is to analyze the role and strategies of Public Relations at Mie Gacoan in restoring public perception and protecting consumer loyalty amidst these negative issues. This research adopts a descriptive qualitative design using field study techniques. Data were gathered through in-depth interviews with the outlet manager, PR staff, and customers, as well as direct observation and digital content documentation throughout January and February 2026. The research findings demonstrate that Mie Gacoan's Public Relations scheme was executed through three stages: rapid response, visual transparency, and reputation reconstruction. The accelerated response in less than 24 hours using credible messaging (Qaulan Sadida) proved effective in halting rumors. The utilization of visual documentation via influencers, combined with systemic changes to the self-service model and digital ordering (QR Code), became key variables in regaining public trust. This study concludes that the collaboration between transparent digital crisis narratives and physical evidence improvements at the outlet significantly managed to stabilize daily traffic and maintain customer loyalty within an efficient timeframe.