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All Journal JIKE : Jurnal Ilmu Komunikasi Efek
Diane Derlin
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Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI KOMUNIKASI KORPORASI DAN DAMPAKNYA TERHADAP BRAND IMAGE: STUDI KASUS STARTUP TRANSPORTASI MAXIM DI INDONESIA Diane Derlin; Selena Dennysal
JIKE: Jurnal Ilmu Komunikasi Efek Vol 9 No 1 (2025): DESEMBER
Publisher : Prodi Ilmu Komunikasi, FISIP, Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jike.v9i1.7274

Abstract

This study aims to analyze the corporate communication strategies implemented by thetransportation startup Maxim in Indonesia and evaluate their impact on brand image from theconsumer perspective. In the increasingly competitive online transportation industry,corporate communication plays a strategic role in shaping public perception and strengtheningbrand positioning. This research employs a quantitative approach using a survey method,distributing questionnaires to 150 respondents who are active Maxim users in urban areas.The collected data were analyzed using IBM SPSS version 26 with multiple linear regressionto examine the relationship between corporate communication strategy variables (digitalcommunication, external communication, crisis communication) and brand image. The resultsindicate that corporate communication strategies have a positive and significant effect onMaxim’s brand image. Digital and external communications are the most dominant factorsinfluencing consumer brand perception. These findings provide significant implications forstartups in developing adaptive, consistent, and audience-relevant communication strategiesto enhance brand value in a competitive market.Keywords: corporate communication strategy, brand image, startup, Maxim, digitalcommunication.
Co-Authors Selena Dennysal