Content Analysis with a Komunikasih Approach: A Study of Grab Advertisements in the ‘Melaju dengan Syantiek' Campaign

Abstract

This study analyzes the content and context of Grab’s "Melaju dengan Syantiek" advertising campaign through the lens of the Komunikasih theory. This concept encompasses six core dimensions: Heartfelt Intention and Goal, Empathetic Meaning-Making, Constructive and Selfless Message, Compassionate Delivery and Feedback, Positive Media Use, and Affectionate Impact. Employing a mixed qualitative approach, the research combines qualitative content analysis with semi-structured interviews. Data gathered from document searches, textual observations, and coding sheets were triangulated with interviews of five young adult Grab users. The results indicate that the campaign successfully integrated all six Komunikasih dimensions. The advertisements delivered resonant, empathetic, and inclusive messages that promote gender equality and women's active participation in the workforce. Furthermore, the campaign utilized polite language to prevent misunderstandings, effectively leveraged media to inspire positive action, and fostered mutual support among female Grab partners. Theoretically, this study enriches the Komunikasih framework by expanding its application into the online transportation, hospitality, and sharing economy sectors, domains rarely explored in prior literature. In practice, it serves as a strategic reference for ride-hailing brands to implement Komunikasih principles across brand, corporate, and driver-community communications, ultimately fostering a peaceful working environment for partners and enhancing the comfort of hospitality for customers.