THE RELATIONSHIP BETWEEN THE LEVEL OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND THE INTENSITY OF DIGITAL PUBLIC COMMUNICATION ON PLN'S CORPORATE IMAGE AMONG FOLLOWERS OF THE @PLN_ID INSTAGRAM ACCOUNT
DOI:
https://doi.org/10.5281/zenodo.21770035Keywords:
Customer Relationship Management, digital public communication, corporate image, @pln_id Instagram account, explanatory quantitative researchAbstract
In the era of digital transformation, PT PLN (Persero) faces challenges in maintaining its corporate image due to the increasing number of service-related complaints in cyberspace. This study aims to analyse the relationship between Customer Relationship Management (CRM) and digital public communication on the corporate image among followers of the @pln_id Instagram account. The study employed an explanatory quantitative methodology with a positivist approach. The research sample consisted of 100 respondents who were active followers of the @pln_id Instagram account and were selected using a purposive sampling technique. The theoretical framework was based on Customer Relationship Management proposed by Payne and Frow (2005) and Two-Way Symmetrical Communication developed by Grunig and Hunt (1984). Data were analysed using instrument testing, classical assumption testing, and simple linear regression analysis. The findings indicate that Customer Relationship Management (CRM) has a positive and significant relationship with corporate image. Digital public communication also demonstrates a positive and significant relationship with corporate image. This study recommends that the Public Relations division of PT PLN (Persero) optimise the dimensions of customer satisfaction and customer trust within its Customer Relationship Management (CRM) practices, while also enhancing message credibility in digital public communication to strengthen the company's corporate image and reduce negative sentiment on social media.
Downloads
References
Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). Oxford: Elsevier Butterworth-Heinemann.
Buttle, F., & Maklan, S. (2021). Customer Relationship Management: Concepts and Technologies (4th ed.). London: Routledge.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart and Winston.
Karman, Mulyani, Meylani, & Andry. (2024). Indeks Pengelolaan Informasi dan Komunikasi Publik Tahun 2024. Kementerian Komunikasi Dan Informatika Republik Indonesia. https://djkpm.komdigi.go.id/publikasi/laporan-tahunan/266/laporan-indeks-pengelolaan-informasi-dan-komunikasi-publik-tahun-2024
Kent, M. L., & Taylor, M. (2022). Responding to the Digital World: The Importance of Transparency, Participation, and Speed in Public Relations. Public Relations Review, 48(3), 102–115. https://doi.org/10.1016/j.pubrev.2022.102194
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). London: Pearson Education.
Payne, A., & Frow, P. (2020). Strategic Customer Relationship Management: Creating Customer Value (2nd ed.). Cambridge: Cambridge University Press.
PT PLN (Persero). (2025). Laporan keberlanjutan 2024: Mendorong pertumbuhan ekonomi melalui suplai listrik berkelanjutan. PT PLN (Persero). https://www.pln.co.id/investor-relations/laporan-tahunan
Rahmawati, D. (2022). Strategi Komunikasi Publik dalam Membangun Citra Positif Institusi melalui Media Digital. Jurnal Komunikasi Dan Informatika, 10(2), 142–155. https://doi.org/10.31524/jki.v10i2.783
Siregar, A. H. (2023). Optimalisasi Customer Relationship Management (CRM) Berbasis Digital dalam Meningkatkan Kepercayaan Pelanggan pada Sektor Publik. Jurnal Manajemen Pelayanan Publik, 7(1), 88–102. https://doi.org/10.24198/jmpp.v7i1.45210
Siregar, H. (2022). Manajemen Hubungan Pelanggan (CRM) di Sektor Publik: Membangun Kepercayaan Sosial melalui Responsivitas Digital. Jurnal Ilmu Administrasi Publik, 10(1), 45–58. https://doi.org/10.31289/jiap.v10i1.6214
Slamet, R., & Wahyuningsih, S. (2023). Validitas dan Reliabilitas terhadap Instrumen Kepuasan Kerja. Jurnal Manajemen Aliansi, 6(1), 12–25. https://doi.org/10.35448/jma.v6i1.1822
Utaridah, N., Wahid, U., & Syaifuddin, S. (2024). Strategi Komunikasi Digital dalam Membangun Reputasi dan Citra Positif Perusahaan di Era Disrupsi. Jurnal Komunikasi Korporat, 11(1), 45–60. https://doi.org/10.31289/jkk.v11i1.2345
Wardati, N. (2024). Efektivitas Penerapan Social CRM dalam Meningkatkan Kepuasan Pelanggan di Era Transformasi Digital. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 3(1), 67–82. https://doi.org/10.55606/jimak.v3i1.2415
Wardiyanti, B. T. S., Haribowo, P., & Astuti, D. (2019). Pengaruh Customer Relationship Management terhadap Loyalitas Pelanggan pada PT Tiga Serangkai Surakarta. Journal of Business Studies, 5(1), 44–53. https://doi.org/10.32497/jobs.v5i1.1558
