PERSEPSI MAHASISWA PADA KAMPANYE #PastiAdaJalan PT. GOTO GOJEK TOKOPEDIA TBK DALAM MEMBANGUN CITRA POSITIF (Studi Pada Mahasiswa Prodi Ilmu Komunikasi Angkatan 2020 Universitas Muhammadiyah Malang)

This study aims to determine the perceptions of Communication Science students from the 2020 cohort at Universitas Muhammadiyah Malang toward the #PastiAdaJalan campaign conducted by PT GoTo Gojek Tokopedia Tbk in building a positive corporate image. This research employs a qualitative approach with a descriptive research design. The research subjects consisted of five students selected through purposive sampling, with the criteria that they had completed at least five semesters and had experience using Gojek or Tokopedia services within the last six months.

Data were collected through in-depth interviews and analyzed using the stages of data reduction, data presentation, and conclusion drawing. Data validity was tested through credibility, transferability, dependability, and confirmability. The findings indicate that students have positive perceptions of the #PastiAdaJalan campaign because the messages conveyed are considered simple, relevant to daily needs, and supported by various practical services such as GoRide, GoCar, GoFood, and GoSend. The campaign is also effective because it is disseminated through digital media and social media platforms that are closely connected to students’ daily lives. In addition, users’ personal experiences in utilizing Gojek services strengthen their trust and loyalty toward the company. Therefore, the #PastiAdaJalan campaign has successfully built a positive corporate image of PT GoTo Gojek Tokopedia Tbk among university students through persuasive communication strategies that align with the behavior and needs of the younger generation.