Indonesia Conference Directory

As a state-owned enterprise, PT Kereta Api is a company that is responsible for providing land transportation services in Indonesia. Revamping PT Kereta Api in the past few years, made PT Kereta Api to promote through digital media, one of which was by creating Instagram social media accounts. Through the istagram account @ KAI121 which is the official account of PT Kereta Api Indonesia, various content regarding promotions, discounts, ticket booking information, train schedules, etc., are broadcast and receive responses from the folowers. According to David Aaker, digital media - one of which is social media - has the power as a brand building tool for organizations that want to build or enhance their brands. In this study, the author will examine digital brand building on the official account of PT Kereta Api Indonesia (@ KAI121), especially on programs that support offer, based on the theory of David Aaker. This research uses qualitative methods supported by the theory of branding, advertising, and visual communication design.