FINDING THE PREFERRED FEATURES FOR JAKLINGKO APP ALONG WITH MARKETING COMMUNICATION STRATEGY

• Main Author: Aryani, Bella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57653
• Institution: Institut Teknologi Bandung

Digital transformation has become the work plan of every industry, including public transport. Mobile applications owned by five public transport operators in Jakarta have started adding ticket purchase features. However, existing applications are not integrated with each other. PT JakLingko Indonesia was established to create mobility-as-a-service solutions in Jakarta, one of which is the JakLingko mobile application. In its development, the JakLingko App must be designed in such a way with reference to user preferences. To find the main features of the JakLingko App based on user preferences, this research uses two methods. The first is qualitative method by using netnography which is reading reviews on app stores. The second is quantitative method by using online survey to see the user journey using existing public transportation applications and user preferences of the JakLingko App. The results of netnography, there are fifteen customer frustration points that have the potential to disrupt the user's journey. The issues are aligning with result obtained from the survey, which is the five user preference features for the home page of JakLingko is route information, real-time vehicle position, ticket purchases, route search, and notifications. This research concludes with a proposed integrated marketing communication strategy to build awareness and increase the number of users of the JakLingko App.