BRANDING STRATEGY FOR JAK LINGKO AS INTEGRATED PUBLIC TRANSPORTATION SYSTEM IN JAKARTA

• Main Author: Hidayanti Harahap, Rakhmita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42575
• Institution: Institut Teknologi Bandung

Jak Lingko as a brand of integrated public transportation system in Jakarta came to synergize TransJakarta, LRT Jakarta and MRT Jakarta in terms of infrastructure, route also payment. People who live in Jakarta or suburban areas and/or doing their activity in Jakarta has to have a right perception towards Jak Lingko to get the message that Jak Lingko brings, to change people behavior in transporting from private vehicle user become mass public transportation user and also increase the quality of life in Jakarta specifically. Previously microbus that has been affiliated with TransJakarta will be labelled by Jak Lingko logo in it body and also this microbus didn’t have specific name like the other product of TransJakarta. It triggered people to have wrong understanding towards Jak Lingko and also microbus itself. Unclear message will become an obstacle for Jak Lingko to achieve the goal. Therefore, Jak Lingko as a brand should be audit to figure out the public perception and also the branding strategy that can answer the problem. Brand audit was conduct through Five A’s Framework, to measure the level of Aware – Appeal – Ask – Action – Advocate towards Jak Lingko also could define Jak Lingko Archetypes pattern. The study was combine between quantitative and qualitative method. The result of the study shown that 54% of people have a right understanding about Jak Lingko but low in commitment to become a Jak Lingko user due to unclear information that people get from the very first stages, Ask. In respond to that case, Jak Lingko should increase Awareness level and commitment of people to become Jak Lingko user.