STRATEGI PEMASARAN UNTUK MENINGKATKAN INTENSI MEMBELI TIKET KA CIREMAI

• Main Author: Faiz Mustain, Muhammad
• Format: Final Project
• Language: Indonesia
• Subjects: Produksi
• Online Access: https://digilib.itb.ac.id/gdl/view/53006
• Institution: Institut Teknologi Bandung

Transportation subsector is one of the main contributor for Indonesia’s GDP growth within the context of industrial field income and consumption expenditure. The long-distance commercial rail passenger transport segment in Java island has opportunity to become a prospective business. The object study is Ciremai train, which operates along the corridor between Bandung until Semarang Tawang Station, which faced phenomenon that creates the performance of the seat occupancy level of the fleet has not reached the target, so there is a potential loss of income. The new customer acquisition program can be used as a form of attracting the potential buyers attention in order to meet the vacant seat capacity that is not filled with value added offers. Market research is carried out with the aim of a marketing mix strategy based on understanding the relationship between preference attributes influence toward purchase intention order of travel tickets. Variabels operationalization is defined through the integration of the use of preliminary questionnaire instruments, media observations, secondary data, organizational reports, stakeholders interviews, and literature reviews. The initial reference model contains 17 needs indicators that combine the marketing mix dimensions of the product, price, promotion, physical evidence, and purchase intention. The main questionnaire measuring instrument is displayed electronically to the target market with categories that have never used Ciremai train, are over 17 years old, and domiciled around Semarang or Bandung. Convenience sampling technique was applied in order to select the sample frame list. There were a total of one hundred total respondents. Primary data is processed by a combination of factor analysis methods, structural equation modeling of least squares regression, and analysis of interest performance maps. Factor analysis generate three variables, consists of accommodation class, benefit communication, and mobility support. According to the PLS-SEM regression findings, the mobility support and benefit communication variables have an important impact toward the Ciremai train travel tickets purchase intention. Submission and validation of solution design, formulated based on IPMA interpretation resulted that addition of departure time, travel schedules change, provision of feeder transportation, and implementation of promotional activities are included in the priority quadrant for performance improvement