Proceedings of the 1st International Conference on Emerging Media, and Social Science, ICEMSS 2018, 7-8 December 2018, Banyuwangi, Indonesia

Research Article

Improvement Of Service Passengers Land Transportation Through Marketing Communication Strategies (Analysis: Royaltrans Jakarta - Route Bekasi-Jakarta)

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  • @INPROCEEDINGS{10.4108/eai.7-12-2018.2281751,
        author={Afrina Sari},
        title={Improvement Of Service Passengers Land Transportation Through Marketing Communication Strategies (Analysis: Royaltrans Jakarta - Route Bekasi-Jakarta)},
        proceedings={Proceedings of the 1st International Conference on Emerging Media, and Social Science, ICEMSS 2018, 7-8 December 2018, Banyuwangi, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMSS},
        year={2019},
        month={3},
        keywords={marketing communication whatsapp media increased passenger},
        doi={10.4108/eai.7-12-2018.2281751}
    }
    
  • Afrina Sari
    Year: 2019
    Improvement Of Service Passengers Land Transportation Through Marketing Communication Strategies (Analysis: Royaltrans Jakarta - Route Bekasi-Jakarta)
    ICEMSS
    EAI
    DOI: 10.4108/eai.7-12-2018.2281751
Afrina Sari1,*
  • 1: Universitas Budi Luhur
*Contact email: afrina.sari@budiluhur.ac.id

Abstract

The policy agreement between the government of Jakarta and Bekasi City is to apply toll road use for four-wheeled vehicles based on odd-even vehicle numbers. The Jakarta City Government is preparing a solution by preparing a premium RoyalTrans-Jakarta land transportation, with affordable tariffs and convenient facilities. This research aims to; 1) analyzing Royalstrans Jakarta's marketing communication strategy to the user community. 2) steps in developing information and increasing passengers. This research method uses a qualitative approach with descriptive methods with data collection techniques through observation and interviewees. Data analysis is done by triangulation of sources and data. The informants interviewed were 2 drivers, 2 conductors and 2 passengers at RoyalTrans-Jakarta. The results showed that 1) RoyalTrans marketing communication strategy, among others, using Banners, Talk Show via Radio, using WhatsApp in developing networks between permanent passengers of RoyalTrans buses. 2) The steps taken are; a) invites the information dissemination team to provide knowledge about royalTrans. b). facilitate information via WhatsApp to provide scheduled departure information from Bekasi and from Jakarta. c). maintain relationships with passengers and create a sense of comfort and service.