Peran Media Baru dalam Mendukung Pengembangan dan Konsistensi Citra Perusahaan Kompas Gramedia

Abstract

This study aims to analyze the role of new media in supporting the development and consistency of Kompas Gramedia’s corporate image in the digital transformation era. The research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and document analysis involving the Corporate Communications, Social Media, and Group Partnership divisions of Kompas Gramedia. Data were analyzed using thematic analysis through coding, categorization, and interpretation processes. The findings reveal that new media plays a strategic role in building and maintaining corporate image through three primary functions: as a corporate information distribution channel, a stakeholder engagement platform, and a data-driven communication evaluation tool. The consistency of corporate image is supported by cross-functional coordination, integrated corporate narrative management, and the utilization of engagement metrics as the basis for communication decision-making. The study demonstrates that new media has evolved into a corporate communication system that integrates communication, evaluation, and reputation management functions in a sustainable manner. These findings contribute to the advancement of digital corporate communication studies and corporate image management in the new media environment.