Complaint Strategies Used on Instagram Account Kereta Api Indonesia

Abstract

This study aims to describe complaining strategies used on Instagram Account Kereta Api Indonesia (KAI) @kai121_. This study used descriptive qualitative method. The data source for the study was an Instagram application. The data complaints in the Instagram account comment column were posted from June 2022 to December 2022. The researcher used several techniques when gathering the data, including reading the comments to identify the complaints made by both male and female customers, gathering, and printing out the comments to identify and describe the customers complaint strategies, underlining the data to make it easier to analyze, and so on. Assigning a code to each customer complaint expressed. The result showed that there are eight complaint strategies that used by male KAI’s customers such as Ill Consequence, Modified Blame, Annoyance, Direct Accusation, Indirect Accusation, Hints, Explicit Blame (Behavior), and Explicit Blame (Person), meanwhile there are seven complaint strategies that used by female KAI’s customers such as Hints, Indirect Accusation, Modified Blame, Ill Consequence, Direct Accusation, Annoyance, and Explicit Blame (Behavior).