STRATEGI KOMUNIKASI KORPORASI DAN DAMPAKNYA TERHADAP BRAND IMAGE: STUDI KASUS STARTUP TRANSPORTASI MAXIM DI INDONESIA

Abstract

This study aims to analyze the corporate communication strategies implemented by the
transportation startup Maxim in Indonesia and evaluate their impact on brand image from the
consumer perspective. In the increasingly competitive online transportation industry,
corporate communication plays a strategic role in shaping public perception and strengthening
brand positioning. This research employs a quantitative approach using a survey method,
distributing questionnaires to 150 respondents who are active Maxim users in urban areas.
The collected data were analyzed using IBM SPSS version 26 with multiple linear regression
to examine the relationship between corporate communication strategy variables (digital
communication, external communication, crisis communication) and brand image. The results
indicate that corporate communication strategies have a positive and significant effect on
Maxim’s brand image. Digital and external communications are the most dominant factors
influencing consumer brand perception. These findings provide significant implications for
startups in developing adaptive, consistent, and audience-relevant communication strategies
to enhance brand value in a competitive market.
Keywords: corporate communication strategy, brand image, startup, Maxim, digital
communication.