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Wiisti Fenty Fevrieranty
Magister Program, Communication Department, University of Indonesia
Languange, Linguistic, Communication & Media

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ANALYSIS OF CORPORATE REPUTATION BUILDING THROUGH CORPORATE STORY STRATEGY (CASE STUDY ON GO-JEK ONLINE-BASED TRANSPORTATION SERVICE) Wiisti Fenty Fevrieranty
Jurnal InterAct Vol 7, No 2 (2018): Jurnal InterAct
Publisher : Atma Jaya Indonesia Catholic University, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (298.23 KB) | DOI: 10.36388/ia.v7i2.1392

Abstract

Reputation is important to strengthen the attractiveness of a company. Company with a positive reputation can more easily attract the target market by showing the uniqueness of the company as a competitive advantage. Nowadays, more and more companies are trying to build a positive reputation in order to maintain its success for long term. The purpose of this study is to analyze how the reputation building at Gojek as one of the technology-based companies through corporate story strategy that followed. This study uses qualitative research method by conducting content analysis techniques and in-depth interviews to many customers as their stakeholders. Content analysis was carried out on the content of  www.go-jek.com site and the results showed that activity is a key element and is most strongly represented the corporate story in their official website. By implementing this corporate story strategy, Gojek can build a reputation platform by presenting elements of "mission", "morality" and "behavior" that can guide stakeholder belief and perception to a good reputation.
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