PROPOSED MARKETING STRATEGY TO INCREASE INTENTION TO USE DURING COVID-19 PANDEMIC AT PT KERETA API INDONESIA (BANDUNG – YOGYAKARTA ROUTE)

• Main Author: Dinar Kusumadewi, Rizky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68095
• Institution: Institut Teknologi Bandung

PT Kereta Api Indonesia (Persero) is a state-owned company engaged in the transportation sector, especially trains in Indonesia. In 2020, the Covid-19 pandemic occurred in Indonesia and resulted in train tickets sales of Bandung – Yogyakarta route, and the opposite route significantly decreased. This research aims to determine what factors can affect customers’ intention to use trains as their travel transportation, and marketing strategies that must be implemented to increase customers’ intention to use trains on the Bandung - Yogyakarta route and vice versa which will affect the increase in train ticket sales during Covid-19 pandemic. This research was conducted by analyzing external factors and internal factors and using primary and secondary data. External factor analysis consists of PESTLE Analysis, Porter’s Five Forces Analysis, and customer analysis. Meanwhile, internal factor analysis consists of STP Analysis (Segmenting, Targeting, Positioning), 7P’s Marketing Mix Analysis, and VRIO Analysis (Valuable, Rare, Inimitable, Organized). The primary data used in this research are customer analysis using a questionnaire, preliminary interviews for business issues, and internal interviews to determine the internal state of KAI. Based on the results from customer analysis that has four variables, named price, performance, comfortability, and safety, and the variables that have a significant effect on intention to use are the performance, comfortability, and safety. The results of the analysis of internal and external factors of KAI are developed using SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) to determine the strengths, weaknesses, opportunities, and threats for KAI, and Root Cause Analysis. Then, the TOWS Matrix analysis is then carried out to develop strategies. The strategies that are focused on being implemented by KAI are developing artificial intelligence in the safety aspect to become KAI’s assets, creating train events with themes or concepts that are viral or popular in public, collaborate or endorse the travel influencers, and KAI develop the upgraded features of KAI Access to differentiate from other competitors.