PROPOSED MARKETING STRATEGY TO INCREASE PT KERETA API INDONESIA (PERSERO) CUSTOMER LOYALTY FOR BANDUNG â YOGYAKARTA ROUTE DURING PANDEMIC
The Covid-19 pandemic posed a global threat to people’s health and it forced the government to take action to reduce the disease from spreading wider. The Indonesian government created regulations such as lockdowns and travel restrictions to deal with this outbreak. Public spaces, such as schools...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68097 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Covid-19 pandemic posed a global threat to people’s health and it forced the
government to take action to reduce the disease from spreading wider. The
Indonesian government created regulations such as lockdowns and travel
restrictions to deal with this outbreak. Public spaces, such as schools, offices, and
malls, were temporarily closed and people were advised to stay at home. These
regulations highly affect the transportation industry, especially the public
transportation sector. PT Kereta Api Indonesia (Persero) or KAI, as the only public
train service provider in Indonesia, was not an exception. Before the pandemic, the
occupancy for Bandung – Yogyakarta train route was on its peak. However, it
decreased significantly in 2020 and 2021 even when the restriction was loosened.
This study aims to analyze the company’s external and internal condition, identify
which factors affect customers loyalty during pandemic, and propose marketing
strategy to maintain and increase KAI’s customer loyalty for Bandung –
Yogyakarta route. The external analysis was conducted by using PESTLE, Porter’s
Five Forces, and consumer analysis. The consumer analysis was carried out by
distributing questionnaire through online platform and processing the result using
PLS-SEM method to identify the relationship between tangibles, responsiveness,
reliability, assurance, empathy, Covid-19 protocols, service quality, customer
satisfaction, and customer loyalty. The internal analysis was conducted by using
VRIO framework, STP analysis, and 7P marketing mix. The result from external
analysis and internal analysis was combined for SWOT analysis. The result from
SWOT analysis was used in TOWS matrix to formulate alternative strategies to
increase KAI’s customer loyalty.
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