The implementation of public organization communication and its long-term effect on corporate image: A literature review of PT Astra Honda Motor

Pujangga Putra Kartono,Dorien Kartikawangi

doi:10.29037/digitalpress.41230

Abstract

PT Astra Honda Motor (AHM) is the top motorcycle production company in Indonesia with total share market above 70 % nationally with distribution volume approximately 6 000 000 units each year. This growth creates new problems in the society such as increasing number of the road accident, many motorcycle users disobey traffic laws and the increase of underage motorcycle users. This condition is interesting to observe as for how PT AHM do their public organization communication to overcome the rising issues in society. 2 Organization Communication theories are used to strengthen this review, they are 1) public organization communication and 2) organization development and change. These theories become the basis to see how PT AHM internally manage their communication to create an impactful message to their customer and public audience. Based on review to the company, it is found that PT AHM is active and consistent in running their public organization communication. One of their campaign that has been running is “One Heart” or more known as “Satu Hati” campaign. All the campaigns and communications did help PT AHM to avoid accusations of the cause of negative effects of high motorcycle production. Until now, they remain the market leader in national motorcycle market share.<o:p></o:p>

Highlights

PT Astra Honda Motor (AHM) is a motorcycle production company and the sole brand right holder of Honda Motorcycle in Indonesia
I believe that AHM dominance in Indonesia is a result of strong and thorough public organization communication that AHM does to their public
One of the main literature that I reviewed in relation to this paper is public organization communication. public organization communication implies of communication form which is done by corporate/organization to either internal or public audience

Summary

Introduction

PT Astra Honda Motor (AHM) is a motorcycle production company and the sole brand right holder of Honda Motorcycle in Indonesia. AHM is a company with 50:50 stock share between Astra International and Honda Motor Company (Astra Honda Motor, 2016). Their relationship that has been going on for a long time have made Honda motorcycle as. AHM success in dominating national motorcycle market share is boosted by their strong brand image among Indonesian people. I believe that AHM dominance in Indonesia is a result of strong and thorough public organization communication that AHM does to their public. Public organization communication has a very important role for AHM in managing their customer's trust and avoiding negative stigma from the audience to particular motorcycle brand

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