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This study explores the role of Big Data in crisis communication in the digital age, where information dissemination happens quickly through various platforms. This transformation poses challenges such as the risk of spreading fake news and reputation crises. Big Data plays an important role in detecting potential crises early, as well as in understanding the dynamics of public opinion and designing more responsive and effective communication strategies. Through real-time data collection and analysis from various sources, such as social media and news reports, organizations can build smart and adaptive monitoring systems. This research uses a descriptive qualitative approach to explore the role of Big Data in crisis communication in the digital era. The results show that the crisis detection process starts from data collection, cleaning, to sentiment analysis that helps organizations measure public response. However, the application of Big Data also faces considerable challenges, including the complexity of processing data with high accuracy, privacy issues, and the readiness of infrastructure and human resources in the organization. This research provides clearer insights into the strategies that can be used to optimize Big Data in crisis communications, so that organizations can strengthen communication effectiveness, maintain reputation, and build public trust amidst evolving information challenges.

Dispora or Youth and Sports Service is a regional government located in the province or district/city. Dispora has an important role in developing youth potential and advancing the field of sports in a country or certain city district, and its objectives include developing leadership, creativity and youth skills. , as well as increasing achievement and participation in sports activities to support overall Community Health and Development. The general aim of this research is to find out what influences employee/worker loyalty in completing performance programs that will be implemented in the Youth and Sports Department. This research uses a research method with a qualitative approach, where the research carried out is descriptive. The focus of this research is the achievement of work results (performance) of government officials at the Youth and Sports Department in increasing loyalty to performance by analyzing problems, especially regarding employee readiness and response to performance and loyalty. The results of this research are that employee loyalty is one of the keys to the success of a program. performance, so as to reduce the risk of failure in the performance program, suggestions: To increase employee morale and work motivation, leaders should act more wisely, so that appropriate work programs are created.