SOCIAL MEDIA MARKETING OF PUBLIC TRANSPORTATION: A CASE OF KAI BANDARA RAILINK SOEKARNO-HATTA

• Main Author: Adi Pratama, Hanandito
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77063
• Institution: Institut Teknologi Bandung

The government continues to make efforts to reduce congestion in Indonesia, particularly in the capital city of Jakarta. The introduction of train transportation to Soekarno-Hatta airport, which is touted as one of the solutions to address congestion, surprisingly has not garnered a significant number of users. The airport train's occupancy rate, which is still below 30%, indicates that the public's interest in using the train to the airport is below expectations. There is competition between various modes of transportation, such as ride-hailing and conventional taxis, buses, and even private cars. Although the infrastructure is already adequate, the occupancy rate of the airport train has not shown a significant increase. KAI Bandara Railink, as the operator of the airport train, should conduct massive marketing activities to increase the number of airport train users. In the era of social media, social media platforms should be utilized as one of the tools for marketing activities and influencing individuals' decisions to use the airport train. Therefore, this study discusses the influence of marketing activities on social media on the purchase intention of the public towards the Soekarno-Hatta airport train. The method used in this study is the PLS-SEM model. The study collected data independently through a questionnaire with 200 respondents. The results show that marketing activities on social media positively influence an individual's purchase intention through the mediating variable of brand awareness. Thus, the recommendation suggested by the author is to focus on improving the content of social media (Instagram) from KAI Bandara Railink to enhance public engagement.