PROPOSED MARKETING STRATEGY FOR KAI ACCESS APPLICATION (CASE STUDY IN BANDUNG)

• Main Author: Archie, Ananda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41411
• Institution: Institut Teknologi Bandung

PT. Kereta Api Indonesia (Persero) released an official application called KAI Access, where there are several products and features that are only available in the KAI Access application. However, the sale of train tickets in the KAI Access application is under other online travel agent applications. The research objectives are factors that affect customer satisfaction of KAI Access application, factors that affect customer loyalty of KAI Access application, and marketing strategy should be implemented to increase sales of KAI Access application. The researcher conducts internal analysis that consists of segmenting, targeting and positioning analysis, and marketing mix analysis. On external analysis consists of porter’s five forces analysis, competitor analysis, and customer analysis. The primary data of this research is customer analysis through questionnaire. The result is each variable such as product, price, process, promotion, physical evidence has a significant influence on customer satisfaction. Price can directly affect customer loyalty without having to go through customer satisfaction and customer satisfaction can significantly affect customer loyalty. The SWOT (Strength, Weakness, Opportunity and Threats) analysis is carried out based on internal and external analysis. After doing SWOT analysis is continued by doing root cause analysis. The result of root cause analysis is there are three main factors which cause lack of selling, which is external, internal and promotion. External factors are caused by high rivalry among existing firms. On internal factors, the KAI Access application rating is under the competitor’s application, if viewed further through comments to the application provider, this is due to KAI Access's application does not work properly. The factor promotion is caused by two things, the first due to lack of promotion channel and the second is due to lack of branding promotion of KAI Access application. And the last, the researcher make marketing strategy recommendation by using TOWS analysis based on SWOT analysis. The recommendations given focus on developing systems, developing and adding features, adding products, creating special tones, promoting prices and making advertisements or promotions that have never been done before for an increase in sales of PT. KAI Application.