Marketing Communications Strategy At PT XYZ Jakarta

Abdurrahman Naufal, Mochamad Febrianto Putra, Marthaleina Marthaleina, Rudy Max Damara Gugat, Sita Anisah Solihah

Abstract


The purpose of this Scientific study is to know the strategies of marketing communication PT Railink Jakarta in an attempt to reach Soekarno-Hatta Airport Train Consumer. Marketing communication strategy, marketing mix and promotional Mix is used Theory in this research. The focus of the discussion is the selection of the marketing communications strategy. Soekarno-Hatta Airport Train  have advantages in terms of services and technology. Key informants in this study there are two people from the Marketing and Public Relations divisions. The methodology used in this research is descriptive qualitative research aims to make the descriptions, and explain it in detail. The results of this study indicate that PT Railink Jakarta do strategies marketing communications through print and electronic media, such as advertising at on-board TV Intercity and Airport Train, and Travelink Magazine available on the Airport Train seat , also available at the website of PT Railink, social media such as (Facebook, Instagram, and Twitter), ticket prices promo cooperation with several banks, hotels and Telkomsel Cash Products (T-Cash). The marketing strategy efforts demonstrate a significant impact towards the passenger growth 47% with the number of passengers 3.022/day since the operation on 2 January until this September 26, 2018. However, the difficulty of access to the station of BNI City, Batu Ceper and Soekarno-Hatta Station itself, still a challenge for PT Railink.


Keywords


Marketing Strategy, Passengers, Marketing, PT Railink Jakarta, Promotion, Soekarno-Hatta Airport Train

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DOI: https://doi.org/10.25292/atlr.v1i1.109

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Advances in Transportation and Logistics Research

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Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

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