Peran Media Sosial dalam Meningkatkan Brand Image PT Jasamarga Kualanamu Tol

Abstract

This study aims to examine how social media, particularly Instagram, contributes to enhancing the brand image of PT Jasamarga Kualanamu Tol. In the digital era, social media serves as a strategic tool for corporate communication with the public. This research employed a qualitative approach, utilizing interviews, observations, and documentation to investigate the company’s social media strategies. The findings reveal that Instagram plays a pivotal role in disseminating project updates, promoting corporate activities, and fostering direct interactions with toll road users. The study concludes that the effective use of social media, through relevant content and strong engagement, can significantly strengthen the company’s brand image in the public’s perception.