Communication Strategy in Building Corporate Image (a Case Study on PT KAI Divre IV Tanjungkarang)

Wardah Ulfa; Wawan Hernawan; M Denu Poyo

doi:10.47134/converse.v2i1.4702

Authors

Wardah Rusydah Ulfa Universitas Bandar Lampung
Wawan Hernawan Universitas Bandar Lampung
M Denu Poyo Universitas Bandar Lampung

DOI:

https://doi.org/10.47134/converse.v2i1.4702

Keywords:

Communication Strategy, Corporate Image, PT KAI, Social Media, Organizational Communication

Abstract

This study aims to analyze the communication strategies implemented by PT KAI Divre IV Tanjungkarang in building a positive corporate image. The research uses a descriptive qualitative approach, with data collected through in-depth interviews, observation, and documentation. The findings show that PT KAI employs external strategies via Instagram @siger.railway, mass media, and safety campaigns, while internal strategies include officer training and inter-departmental coordination. The research is analyzed using Weber’s Social Action Theory and Blumer’s Symbolic Interactionism, revealing that the company’s communication acts are rational, symbolic, and consistent in building public trust.

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