ANALISIS DAN PERSEPSI PENGGUNAAN MEDIA SOSIAL @KERETAAPIKITA DALAM MENINGKATKAN LAYANAN DAN KOMUNIKASI UPAYA DALAM MEMBANGUN CITRA PERUSAHAAN DAN KEPUASAAN PELANGGAN: STUDI KASUS PADA PT KERETA API INDONESIA

The objective of this study is to analyze the influence of service, communication, corporate image, and customer satisfaction on the social media account @keretaapikita. This study uses a quantitative method. The population of this research consists of the followers of the social media account @keretaapikita and the users of railway services. The sample size was determined using simple random sampling from the followers of the social media account @keretaapikita and the users of railway services, resulting in a total of 115 respondents. The data used in this research is primary data, collected through the distribution of questionnaires. The measurement scale used is the Likert scale. The data analysis technique used in this research is quantitative analysis with statistical methods. The statistical method used is Partial Least Square (PLS). The results of the study show that service has a positive and significant effect on the social media account @keretaapikita, communication has a positive and significant effect on the social media account @keretaapikita, corporate image has no positive and significant effect on the social media account @keretaapikita, and customer satisfaction has no positive and significant effect on the social media account @keretaapikita.

Keywords: Service; Communication; Corporate Image; Customer Satisfaction