STRATEGY DESIGN TO MAINTAIN PT. HAN RIVER'S CORPORATE REPUTATION

Abstract

Designing an effective strategy to maintain a company’s reputation is a crucial element in ensuring organizational sustainability and long-term success. PT. HAN RIVER, as one of the leading companies in the service industry, faces the dual challenge of preserving a strong reputation amid increasingly intense market competition and rising customer expectations. A company’s reputation is not only shaped by the quality of its services but also by its ability to demonstrate social responsibility and responsiveness to stakeholders’ concerns. This study aims to identify the key factors influencing PT. HAN RIVER’s reputation and to formulate strategies that can strengthen its market position. Based on the analysis, several strategic recommendations were proposed, including continuous improvement of service quality, the integration of corporate social responsibility (CSR) programs into the company’s core operations, and the development of a responsive and proactive complaint management system. These strategies are expected to reinforce customer trust, enhance stakeholder engagement, and provide a sustainable competitive advantage. The findings highlight that maintaining a reputation is not a static process but requires adaptive strategies that align with dynamic market changes. Effective implementation of the proposed strategies will enable PT. HAN RIVER to preserve, strengthen, and continuously enhance its corporate reputation.