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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Main Author: Satria Putra Sugiyanto, Gideon
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/53341
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:53341
spelling id-itb.:533412021-03-03T20:35:26ZMONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY Satria Putra Sugiyanto, Gideon Indonesia Theses Business Strategy, Marketing Strategy, Marketing 4.0, Mobile Application, MRT-J INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/53341 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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.
format Theses
author Satria Putra Sugiyanto, Gideon
spellingShingle Satria Putra Sugiyanto, Gideon
MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
author_facet Satria Putra Sugiyanto, Gideon
author_sort Satria Putra Sugiyanto, Gideon
title MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
title_short MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
title_full MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
title_fullStr MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
title_full_unstemmed MONETIZATION OF MRT-J MOBILE APPLICATION TO SUPPORT PT MRT JAKARTA (PERSERODA)'S BEYOND NORMAL STRATEGY
title_sort monetization of mrt-j mobile application to support pt mrt jakarta (perseroda)'s beyond normal strategy
url https://digilib.itb.ac.id/gdl/view/53341
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