Pengelolaan Media Sosial Instagram @Kalogistics Dalam Upaya Meningkatkan Citra PT. KAI Logistik

Syarifah Kurniatie; Mentari Anugrah Imsa; Wina Puspita Sari; Qoryna Noer Seyma El Farabi; Muria Putriana

doi:10.36668/jal.v14i2.1452

Authors

Syarifah Kurniatie Universitas Negeri Jakarta, Indonesia
Mentari Anugrah Imsa Universitas Negeri Jakarta, Indonesia
Wina Puspita Sari Universitas Negeri Jakarta, Indonesia
Qoryna Noer Seyma El Farabi Universitas Negeri Jakarta, Indonesia
Muria Putriana Universitas Negeri Jakarta, Indonesia

DOI:

https://doi.org/10.36668/jal.v14i2.1452

Abstract

This study aims to explore the digital communication strategy implemented by PT. KAI Logistik, especially through Instagram accounts in an effort to maintain public image and trust. PT. KAI Logistik as a subsidiary of PT. Kereta Api Indonesia, faces challenges in building public trust due to several events that affect the company's image. Through a qualitative approach, this study collected data from in-depth interviews with three informants from the Public Relations division, as well as observations of content that has been published on social media. The results of the study show that PT. KAI Logistik implements a communication strategy that focuses on increasing brand awareness and public education. The content presented on Instagram social media accounts is more infographic and humanistic with interactive activities such as giveaways and competitions to involve followers. Although the digital communication strategy implemented has proven effective in improving the company's image, PT. KAI Logistik also faces obstacles such as the lack of a marketing communication team and quite dynamic changes in social media algorithms. This study provides important insights for PT. KAI Logistik in formulating a more effective and responsive communication strategy to public needs. It is hoped that the results of this study can be a reference for other companies in managing communication and building public trust in the digital era.

Keywords: corporate image; public trust; digital communication strategy; PT. KAI Logistik; social media

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