MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
Indonesia responds positively to the Industrial 4.0 by the emergence of many digital innovations including PT MRT Jakarta (Perseroda) with MRT-J mobile application. The mobile application has undiscovered potential that can support PT MRT Jakarta (Perseroda) 's beyond normal strategy. A study c...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53341 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia responds positively to the Industrial 4.0 by the emergence of many digital innovations including PT MRT Jakarta (Perseroda) with MRT-J mobile application. The mobile application has undiscovered potential that can support PT MRT Jakarta (Perseroda) 's beyond normal strategy. A study combining primary (questionnaire and interview) and secondary data was performed to develop marketing and business strategy for commercializing MRT-J mobile application. Five As marketing 4.0 framework was used to conduct a questionnaire involving 205 MRT Jakarta's users. The result revealed that MRT-J has a pattern of Trumpet with high affinity (375%) but potentially improve attraction (60%), curiosity (60%), and commitment (66%). With the positive reception and high potential of the MRT-J mobile application, PT MRT Jakarta (Perseroda) has to develop both marketing and business strategy to monetize the application. The business strategy should position the application as collaborative platform and provide payment facilities for other land-based mass public transportation. Also, acknowledge the current assets that PT MRT Jakarta (Perseroda) has such as the infrastructures to build the non-ridership business. For the MRT-J mobile application improvement, PT MRT Jakarta (Perseroda) may consider adding NFC and real-time tracking. The marketing strategy should involve both online and offline marketing approaches to maximize the result such as through the creation of testimonial video, provision quick access to download MRT-J on the MRT Jakarta's official Instagram account, well-designed contents about MRT-J mobile application on Instagram's feed, customers engagement through online platforms, conducting offline campaign by using stands, displays, and human-MARTI, pooling all registration for MRT Jakarta's events to MRT-J, optimizing loyalty, and developing referral program. |
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