Communication Strategy in Building Corporate Image (a Case Study on PT KAI Divre IV Tanjungkarang)

This study aims to analyze the communication strategies implemented by PT KAI Divre IV Tanjungkarang in building a positive corporate image. The research uses a descriptive qualitative approach, with data collected through in-depth interviews, observation, and documentation. The findings show that PT KAI employs external strategies via Instagram @siger.railway, mass media, and safety campaigns, while internal strategies include officer training and inter-departmental coordination. The research is analyzed using Weber’s Social Action Theory and Blumer’s Symbolic Interactionism, revealing that the company’s communication acts are rational, symbolic, and consistent in building public trust.