Strategi Karyawan UMKM dalam Menghadapi Komentar Negatif Konsumen di Media Sosial: Studi Kualitatif tentang Pengelolaan Respons Digital

Social media helps micro, small, and medium enterprises (MSMEs) promote products and engage with customers, but negative comments may affect customer trust and business reputation. This study explores MSME actors’ experiences, response strategies, challenges, and efforts to maintain customer relationships when facing negative comments. A qualitative approach was used, with data gathered through in-depth interviews, observation, document review, and literature review. Participants comprised one MSME owner and two employees in Pamulang and nearby areas. Findings show that negative comments commonly concern product quality, prices, cleanliness, service, and delivery. The owner generally ignores non-constructive comments, while employees respond to complaints by providing explanations, apologizing when appropriate, and offering solutions. Emotional control, courteous communication, and reviewing recurring complaints are central to their responses. The study concludes that responses should reflect the nature of each comment so MSMEs can improve service, maintain customer trust, and protect their reputation on social media.