Subscriber perception of PT. Kereta Api Indonesia documentary film "Bergerak Dengan Bahagia, Bergerak Untuk Indonesia" in 2022

Abstract

PT Kereta Api Indonesia (PT KAI) is the only company that provides railway transport in Indonesia. PT KAI conducts its promotional strategy through its YouTube channel namely Kereta Api Kita, by creating documentary film with the title " Bergerak dengan Bahagia, Bergerak untuk Indonesia". This is a strategy used by a transport service company to promote its services and build the company's brand image to consumers. The purpose of this study is to describe the subscriber's perception of PT KAI's documentary film " Bergerak dengan Bahagia, Bergerak untuk Indonesia". The research method used in this research is descriptive qualitative. Data collection techniques were carried out by interviewing the three speakers and through documentation. Data analysis used is by reducing data, presenting data, and drawing conclusions. The results of the study found that subscribers positive perceptions about the narrative techniques displayed in the KAI documentary are well presented, the conflict is not engineered and the plot of the film is in line with reality. In addition, negative perceptions include testimonials regarding the facilities provided that are considered not representative of the reality that occurs in the field. Some testimonials given are considered mere settings.   The subscriber's interest in PT KAI and also the experience in using PT KAI services are the main factors in perceiving the documentary film.