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All Journal Jurnal Komunikasi Jurnal The Messenger
Alifa Nur Fitri
Universitas Islam Negeri Walisongo
Social Sciences

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Digital Public Relations to Improve Customer Relation: Netnography Study on @kai121 Account Alifa Nur Fitri; Millata Hanifa
Jurnal Komunikasi Vol 19, No 1 (2025): Maret
Publisher : Prodi Ilmu Komunikasi UTM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/ilkom.v19i1.28962

Abstract

This article discusses the application of Digital Public Relations (DPR) to improve customer relationships through a netnography study on the @kai121 Instagram account. In the digital era, the interaction between brands and consumers is increasingly influenced by social media platforms, especially Instagram. This interaction is a form of customer relations by KAI to communicate with its customers. This research aims to explore how Digital Public Relations strategies can create better engagement with customers, as well as analyze the content and interactions that occur on those accounts. The methodology used is netnography, which allows researchers to understand the social and cultural contexts of online interactions. The study results show that effective Digital Public Relations can create customer loyalty, increase satisfaction, and build a positive brand image. This finding is expected to provide insight for companies in formulating a better Digital Public Relations strategy in the digital era. The results of the study concluded that the use of social media, especially Instagram, has great potential in strengthening the relationship between KAI and customers. Customer relations through Instagram @kai121 can strengthen the relationship between KAI and customers. Active engagement, good image management, and responsiveness to customers are key elements in creating a mutually beneficial relationship. KAI has managed to establish a good relationship with customers, as evidenced by the many likes and comments as well as positive sentiment in comments. KAI uses the strategy of riding the wave, making activities, quizzes and give away. These findings provide a basis for companies to develop a more integrated customer relations strategy in the digital era.
Customer Relations in the Transportation Industry during Pandemic (Netnography Study on Instagram @kai121) Alifa Nur Fitri; Heni Indrayani
Jurnal The Messenger Vol. 15 No. 3 (2023): September-December
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v15i3.5727

Abstract

Introduction: On restrictions during the pandemic, significantly reducing passenger numbers. PT KAI adapted by introducing innovations like Genose testing, online ticketing, and vaccination services to ensure safety and compliance. This paper examines PT KAI’s customer relations via Instagram (@kai121) during the pandemic. It focuses on using digital public relations and the SMART Relationship Management Process Model to maintain engagement and satisfaction. These efforts highlight KAI’s adaptability in meeting customer needs. Methods: This research employs Virtual Ethnography to observe interactions on 427 KAI posts made between March 2020 and October 2021. The data is then analyzed using Customer Relationship Management theory, incorporating the stages of Scan, Map, Act, Roll Out, Track, and Stew. Findings: The study found that during the pandemic, KAI’s Instagram content focused on various topics: corporate events (13.81%), national transportation policies (15.45%), health protocols (11.07%), train service promotions (38.38%), railway education (13.38%), and giveaway content (7.96%). The content prominently highlighted KAI services such as Rail Express, schedule updates, rapid/antigen testing, and KAI Access. Posts related to transportation policies and health protocols received significant engagement, with transportation policy updates garnering the most comments as followers sought the latest travel information. KAI effectively utilized digital public relations through Instagram to engage with customers. Originality: This study is novel as it is the first in Indonesia to analyze KAI’s customer relations through digital public relations during the pandemic.
Co-Authors Heni Indrayani Millata Hanifa