PT Pertamina’s Crisis Management and Communication in Responding to a Public Trust Crisis: A Case Study of the Alleged Adulterated Pertamax

Abstract

The public trust crisis faced by state-owned enterprises in the energy sector has become a strategic issue, particularly when information spreads rapidly through digital platforms. This research aimed to evaluate the effectiveness of PT Pertamina’s crisis management and communication strategies in restoring public trust following the alleged adulteration of Pertamax fuel, which emerged in February 2025. The research employed a descriptive qualitative approach with a single-case study design. Secondary data were collected from national mass media reports, official company releases, official social media posts, and law enforcement documents. The data were analyzed through data reduction, data presentation, and conclusion drawing based on Situational Crisis Communication Theory (SCCT) and Image Repair Theory. The findings showed that Pertamina implemented a combination of crisis response strategies, including public apology, the establishment of a crisis response center, transparent product quality testing, and involvement of independent institutions as part of its rebuilding and bolstering strategies. Although these measures helped mitigate issue escalation in the short term, public trust had not been fully restored due to perceptions regarding the delayed appearance of top-level leaders in public communication and continued demands for greater transparency. This study recommends strengthening crisis preparedness, proactive transparency, and two-way communication as essential foundations for long-term reputation recovery.