The strategy of PT. Kereta Api Logistik Maintaining Brand Image
DOI:
https://doi.org/10.33096/jmb.v12i2.1167Keywords:
Brand Image; Branding Strategy; Logistics PerformanceAbstract
This research examines the branding strategy of PT Kereta Api Logistik (KALOG), a state-owned logistics company in Indonesia, focusing on how operational innovations and the "Ispossible" rebranding initiative have shaped its brand image. The study utilizes a qualitative case study approach, with data collected from interviews and company records. Findings indicate that KALOG's integration of traditional and digital media, along with its focus on customer engagement through digital activations and CSR activities, has strengthened its brand presence. The study highlights the importance of aligning corporate actions with brand values, providing insights for both state-owned and private logistics companies.
Downloads
References
Afpriyanto, A., Putra, I. N., Jupriyanto, J., & Sari, P. (2023). Critical Role of Maritime Infrastructure in Indonesian Defense Logistics Management Towards the World Maritime Axis. International Journal of Humanities Education and Social Sciences (Ijhess). https://doi.org/10.55227/ijhess.v3i3.657
Agyei, J., Sun, S., Penney, E. K., Abrokwah, E., & Ofori-Boafo, R. (2021). Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction. Sage Open. https://doi.org/10.1177/21582440211040113
Anggoro, Y., Rahmawati, D., Afgani, K. F., Afrianto, M. A., Permana, R., Andariesta, D. T., Kosasih, L. E., & Rahadi, R. A. (2022). Indonesian Logistics Preferences During COVID-19 Pandemic. International Journal of Finance Economics and Business. https://doi.org/10.56225/ijfeb.v1i4.56
Fatorachian, H., Arboleda, E., & Linh, T. T. (2025). Digitalisation and customer engagement in fast-food SMEs: enhancing brand presence through social media. Cogent Business & Management, 12(1), 2508927.
Ferawati, K., Liew, K., Aramaki, E., & Wakamiya, S. (2022). Monitoring Mentions of COVID-19 Vaccine Side Effects on Japanese and Indonesian Twitter: Infodemiological Study. Jmir Infodemiology. https://doi.org/10.2196/39504
Hamzah, Z. L., Wahab, H. A., & Waqas, M. (2021). Unveiling Drivers and Brand Relationship Implications of Consumer Engagement With Social Media Brand Posts. Journal of Research in Interactive Marketing. https://doi.org/10.1108/jrim-05-2020-0113
Handayani, E. T., & Fardiaz, D. (2023). Revealing Factors Affecting Supply Chain Performance of Food and Beverage PT. Sriboga Marugame Indonesia. International Journal of Economy and Business. https://doi.org/10.55904/keynesia.v2i2.922
Heliantina, F., Maksum, I. R., & Prasetyo, U. E. (2024). Evaluation of Policy Integration in the Urban-Rural Logistics System: Analysis of the National Logistics System in Indonesia. International Journal of Social Service and Research. https://doi.org/10.46799/ijssr.v4i6.799
Iskandar, T., & Arifin, R. (2023). Navigating Indonesia’s Logistics and Supply Chain Challenges: A Data-Driven Analysis of Logistics Performance Index. Jurnal BPPK Badan Pendidikan Dan Pelatihan Keuangan. https://doi.org/10.48108/jurnalbppk.v16i1.820
Kapoor, P. S., Balaji, M. S., & Maity, M. (2024). Game On: Enhancing Customer Engagement Through Influencers’ Gamified Messages. Journal of Travel Research. https://doi.org/10.1177/00472875241289565
Kirono, I., Armanu, A., Hadiwidjojo, D., & Solimun, S. (2019). Logistics Performance Collaboration Strategy and Information Sharing With Logistics Capability as Mediator Variable (Study in Gafeksi East Java Indonesia). International Journal of Quality & Reliability Management. https://doi.org/10.1108/ijqrm-11-2017-0246
Kosiba, J. P., Boateng, H., Okoe Amartey, A. F., Boakye, R. O., & Hinson, R. E. (2018). Examining Customer Engagement and Brand Loyalty in Retail Banking. International Journal of Retail & Distribution Management. https://doi.org/10.1108/ijrdm-08-2017-0163
Li, Y., & Wang, H. (2024). Environmental, Social and Governance Performance on Brand Value in the Context of “Dual Carbon”: The Mediating Effect of R&D Innovation. Sustainability. https://doi.org/10.3390/su162210046
Lin, K. J., Xiao-yan, L. U., Zhang, J., & Zheng, Y. (2020). State-Owned Enterprises in China: A Review of 40 years of Research and Practice. China Journal of Accounting Research. https://doi.org/10.1016/j.cjar.2019.12.001
Mostafa, R. B., & Kasamani, T. (2020). Brand Experience and Brand Loyalty: Is It a Matter of Emotions? Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-11-2019-0669
Mufadhol, M., Warsito, B., Wibowo, A., Mustafid, M., & Suryono, S. (2022). The Impact of Supply Chain Information System on the Digital Economics and Logistics Transportation. Iop Conference Series Earth and Environmental Science. https://doi.org/10.1088/1755-1315/1083/1/012087
Rivaldi, R. S. (2024). Strengthening the National Logistics Network: PT Kereta Api Indonesia’s Impact in East Java Province. Asian Journal of Logistics Management. https://doi.org/10.14710/ajlm.2024.22795
Saputra, E. (2023). Determination of Performance Indicators for Cooking Oil Logistic Using Fuzzy-Delphi Method. SJTL. https://doi.org/10.38035/sjtl.v1i1.38
Sentia, P. D., Ramadani, R., & Zuhri, S. (2018). Logistic Performance Measurement on a Port in Aceh. Jurnal Teknik Industri. https://doi.org/10.9744/jti.20.1.59-64
Sharawi, H., Alsaadi, L., & Alsagri, M. (2025). The impact of LPIs’ indicators on the global logistics performance index: Global perspective. Multidisciplinary Science Journal, 7(7), 2025361.
Sinaga, T. S., Hidayat, Y. A., Wangsaputra, R., & Bahagia, S. N. (2022). The Development of a Conceptual Rural Logistics System Model to Improve Products Distribution in Indonesia. Journal of Industrial Engineering and Management. https://doi.org/10.3926/jiem.4011
Thuy Nguyen, G. T. (2025). Bridging Functionality and Emotion: The Role of Brand Image in Cultivating Loyalty Among Logistics Partners Through Brand Love and Engagement in Vietnam’s B2B Sector. Journal of Business and Industrial Marketing. https://doi.org/10.1108/jbim-08-2024-0609
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
