Driving Engagement: How Information Quality and Event Marketing Shape Toll Road Companies' Image on Instagram
DOI:
https://doi.org/10.62872/qp6w6h45Keywords:
Corporate Image, Event Marketing, Information Quality, Social Media, InstagramAbstract
PT Jasa Marga, as a company in the field of transportation services and toll road management infrastructure in Indonesia, faces the challenge of understanding and utilizing the potential of social media to build a positive corporate image. Pre-surveys to followers indicate a fairly good understanding of the company's basic information, but need improvement in certain information such as rest areas, toll rate discounts, and "Jumat Kuis" programs. This research aims to provide new insights and strategic guidance for PT Jasa Marga in building and maintaining its corporate image through Instagram considering that a positive corporate image can increase public trust in the company, from this trust which will ensure that toll road users will feel safe and comfortable using the services provided, especially toll road services. This study used Stimulus-Response theory. This study uses quantitative methodology, positivism paradigm, with explanatory research type, using survey methods and simple linear regression analysis tests. Data from this study was taken through a google form survey with respondents as many as 100 Instagram followers @official.jasamarga. The results of this study show that the Sig (2-tailed) value between the variables of information quality and event marketing with the image of each company is 0.000 where this value is smaller than 0.005 and it can be concluded that there is a significant relationship between the variables of information quality and event marketing on the company's image. Informative content is recognized as important in shaping positive perceptions, while event marketing strategies such as "Jumat Kuis" are effective in building positive interactions. Nevertheless, the study highlights areas that need further attention, such as increasing information related to rest areas and toll tariff discounts in the content presented.
Downloads
References
Agustine, Meiliana, and Yuliana Riana Prasetyawati. 2020. “Terhadap Citra Dapurfit.” 5(1): 82–97.
Al, Gustian, Kahfi Liliana, and Dewi Ulfi. 2022. “The Influence of Guest Stars , Prices , And Event Marketing on The Decision of Tourists Visiting the Allobank Festival.” International Journal of Economics, Management, Business and Social Science (IJEMBIS) Peer-Reviewed 2(2): 306–14.
Almira, Tiara Devi. 2018. “Analisis Kualitas Informasi Konten Website Repositori Perpustakaan Universitas Airlangga.” Jurnal Libri-Net 7(3): 67–68. http://journal.unair.ac.id/LN@analisis-kualitas-informasi-konten-website-repositori-perpustakaan-universitas-airlangga-article-13038-media-136-category-8.html.
Auliya, S. 2021. “Event Marketing Sebagai Strategi Peningkatan Volume Penjualan Kayn Label.” Jurnal Ilmiah Mahasiswa FEB 9: 1–19. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7577/6536.
Bachrani, Risa Sonia. 2021. “THE EFFECT OF MARKETING COMMUNICATION FOR WE THE.”
Fajrin, Fingky Verawati, and M.Si. Wibowo, Sampurno, SE. 2018. “Pengaruh Event Marketingterhadap Brand Imagepada Pt Pikiran Rakyat Bandung Tahun 2018.” Jurnal Manajemen Pemasaran, Universitas Telkom 4(2): 1–23.
Ganiem, Leila Mona. 2019. Komunikasi Korporat: Konteks Teoretis Dan Praktis. Pertama. ed. Dina Feirus. Jakarta: Prenadamedia Group.
Ginting, Rahmanita et al. 2021. Penerbit Insania. Grup Publikasi Yayasan Insan Shodiqin Gunung Jati. Anggota IKAPI Etika Komunikasi Dalam MEDIA SOSIAL : Saring Sebelum Sharing. https://www.google.co.id/books/edition/Etika_Komunikasi_dalam_Media_Sosial_Sari/DUIyEAAAQBAJ?hl=id&gbpv=1&dq=new+media&pg=PT86&printsec=frontcover.
Gupta, Seema. 2003. “Event Marketing : Issues And.” IIMB Management Review (June): 87–97.
Hanifa, Fanni Husnul, and Putu Ratnawati. 2019. “Pengaruh Event Marketing Terhadap Minat Beli Mobil Daihatsu All New Terios (Studi Masyarakat Di Kota Bandung Tahun 2019).” e-Proceeding of Applied Science 5(2): 689–96.
Huda, M. Latiful Rahman1 & Nuril. 2018. “Pengaruh Event Marketing Terhadap Positive Emotions, Event Image Dan Brand Image.” Sains Manajemen dan Kewirausahaan 2(1): 51–60.
Indra Setiawan, Nirma Kurriawati. 2022. “Jurnal Kajian Ilmu Manajemen The Influence of Event Marketing and Quality of E-Commerce Shopee Services on Consumer Purchase Interest ( Study On.” 2(4): 412–20.
Itasari, Andri Astuti, Andre Rahmanto, and Yulius Slamet. 2018. “Influences of Product Attribute and Event Marketing Toward Customers’ Behavior in Buying a Car Toyota New Yaris.” International Journal of Multicultural and Multireligious Understanding 5(5): 279.
Kartika, Nining, and Siska Yuningsih. 2021. “Pengaruh Kualitas Informasi Dalam Media Instagram @nusatalent Terhadap Citra Nusa Talent.” Seminar Nasional Penelitian LPPM UMJ: 1–7. http://jurnal.umj.ac.id/index.php/semnaslit.
Kurniawati, Diana, Ridwan Nurazi, and Lisa Martiah. 2021. “Pengaruh Kualitas Sistem Informasi, Kualitas Informasi, Perceived Usefulness, Terhadap Kepuasan Pengguna Akhir Software Akuntansi.” Jurnal Fairness 3(2): 145–58.
Madhalena, Ellen, and Syahputra. 2016. “Pengaruh Event Marketing Terhadap Brand Image Rokok Djarum Super Mild PT Djarum.” Ecodemica IV(2): 179–88. http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica.
Maharani, Lina, and Ati Mustikasari. 2020. “Pengaruh Event Marketing Terhadap Keputusan Pembelian ( Studi Kasus : Pt Yamaha , 2020 ).” 6(2): 1198–1201.
Mujahadah, I.N., and Bethani. Suryawardani. 2018. “Pengaruh Event Marketing Terhadap Keputusan Pembelian Pada PT. Traveland Convex Indonesia Tahun 2018.” e-Proceeding of Applied Science 4(3): 1060–65.
Mulyadi, Agustinus, Dian Eka, and Welly Nailis. 2018. “Pengaruh Kepercayaan, Kemudahan, Dan Kualitas Informasi Terhadap Keputusan Pembelian Di Toko Online Lazada.” Jembatan 15(2): 87–94.
Novitasari, Noni, Caesa Nabila, and Wulan Hikmah Fratiwi. 2020. “Analisis Kendala Guru Dalam Menerapkan K13 Terhadap Hasil Belajar Siswa Di Sdn Pegadungan 8 Petang.” Jurnal Pendidikan dan Sains 2(1): 1–15. https://ejournal.stitpn.ac.id/index.php/bintang.
Nuraeni, Laziani, and Hadita. 2022. “The Effect Of Event Marketing On Purchase Decisions Through Purchase Interest In Tokopedia Marketplace (Case Study On Tokopedia Event Photocard Program).” Dinasti International Journal of Economics, Finance & Accounting 3(4): 360–69.
Pertiwi, Putri Dinda. 2019. “Pengaruh Content Marketing Social Media Marketing Dan Event Marketing Terhadap Customer Loyalty Dengan Variabel Mediasi Customer Engagement.” 26(1): 1–4. https://doi.org/10.1007/s11273-020-09706-3%0Ahttp://dx.doi.org/10.1016/j.jweia.2017.09.008%0Ahttps://doi.org/10.1016/j.energy.2020.117919%0Ahttps://doi.org/10.1016/j.coldregions.2020.103116%0Ahttp://dx.doi.org/10.1016/j.jweia.2010.12.004%0Ahttp://dx.doi.o.
Rohaeti, Y. (2024). Transformasi E-Government Berkelanjutan Dalam Proses Pelayanan Publik Pada Pengelola Ruang Kendali Pemerintah Kota Tangerang= Sustainable E-Government Transformation In The Public Service Process At The Tangerang City Government Control Room Manager (Doctoral dissertation, Universitas Hasanuddin).
Sella, Oleh, Kurnia Sari, Email Sellakurniasarisksgmailcom, and Telp Fax. 2014. “Page 1.” 2(1).
Windi. 2014. “Pengaruh Citra Perusahaan, Relationship Marketing Dan Kepercayaan Pada Niat Beli Ulang Konsumen: Pengujian Efek Moderasi Komunikasi Getok Tular.” Jurnal Manajemen: 1–13.
Windy Talitha Iswari. 2020. “Pengaruh Strategi Marketing Communication Terhadap Brand Image Pt Tokopedia.” Translitera : Jurnal Kajian Komunikasi dan Studi Media 9(2): 24–34.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2025 Salfhaoctha Friemay Aliefia Poetry, Leila Mona Ganiem, Irmulansati Tomohardjo (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
