PROPOSED MARKETING COMMUNICATION FOR KAI ACCESS APPLICATION BASED ON CONSUMER PRODUCT KNOWLEDGE

• Main Author: Fidiansyah Putra, Charisma
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53085
• Institution: Institut Teknologi Bandung

Transportation business in Indonesia varies from land, air, sea transportation. Land transportation, especially railways in Indonesia, is still dominated by state companies such as PT. KAI (Persero), because the company has duties and rules from the government that require providing transportation services for all communities in Indonesia. The challenge stipulated by the government was answered by pt. KAI (Persero) by continuously developing the services and technology they have. The latest development done to provide the best service for customers is to create a mobile application technology innovation called KAI Access. Since its launch this application has not gotten the attention and master so this application has not reached the target stipulated from the background of the establishment of kai access application to facilitate the service that is owned by PT. KAI (Persero) becomes in one hand. This research focuses on helping KAI Access applications measure and improve consumer product knowledge. Measuring and improving consumer product knowledge will help kai access application marketing communication to get the attention of the public. In this study the authors used theories on how to improve consumer product knowledge as well as the AIDA theory used to measure consumer knowledge levels. Furthermore, follow the analysis procedure to improve the knowledge of consumer products by involving AIDA theory as the basis for measuring and improving consumer product knowledge of KAI Access applications. Strategic recommendations in improving marketing communication based on the findings (Gap) on the level of knowledge of consumer products will be able to help how this KAI Access application gets attention and is also used by the public, especially pt customers. KAI (Persero). With this procedure PT. KAI (Persero) is able to develop applications, target market and meet the needs of consumers. This research will help to be more efficient and targeted in kai access application concepts.