Strategi Promosi Event PT Kereta Api Indonesia (Persero)

Abstract

Abstract, The number of competition in transportation services, PT Kereta Api Indonesia (Persero) always innovates in order to serve consumers and keep up with the times like today. For example, such as cheap ticket offers, discounts at the end of the year, or even by making event events to introduce a product to the public. The purpose of this study is to find out about promotional mix activities in increasing the use of KAI ACCESS. How to promote through advertising, sales promotion, public relations and publicity, individual sales, and direct marketing by PT. Kereta Api Indonesia (Persero). This study uses the theory of Integrated Marketing Communication (IMC). The method chosen to conduct this research is a quantitative method with a descriptive approach through in-depth interview techniques, and documents relevant to the research. The subjects of this study were: Manager Marketing Communication (CPMM), Junior Manager Marketing Communication Above The Line, Junior Manager Marketing Communication Below The Line, staff Marketing Communication. Integrated Marketing Communication (IMC) forms in marketing communications. (1) Promotion through advertising, where this advertising uses television media, KAI ACCESS, the official website of the train. (2) Promotions through sales promotions, discounts, prizes, vouchers can provide the number of KAI ACCESS users. (3) Promotion through public relations and publicity, by carrying out event events that create a positive image of the company. (4) Promotion through Sales of individual sales people face to face to get feedback directly. (5) Promotion through direct marketing, knowing consumer responses directly and seeking responses directly from them.

Keywords: promotional mix, PT. Kereta Api Indonesia (Persero), ACCESS KAI

 

Abstrak, Banyaknya persaingan pelayanan jasa transportasi, PT Kereta Api Indonesia (Persero) selalu berinovasi agar dapat melayani konsumen serta mengikuti perkembangan zaman seperti sekarang ini. Misalnya seperti tawaran tiket murah, diskon diakhir tahun, atau bahkan dengan membuat acara event untuk memperkenalkan sebuah produk kepada masyarakat. Tujuan dalam penelitian ini yaitu untuk mengetahui kegiatan Bauran promosi (Promotion Mix) dalam meningkatkan penggunaan KAI ACCESS. Bagaimana promosi melalui periklanan, promosi penjualan, hubungan masa dan publisitas , penjualan perorangan, dan pemasaran langsung yang dilakukan oleh PT. Kereta Api Indonesia (Persero). Penelitian ini menggunakan teori Integrated Marketing Communication (IMC). Metode yang dipilih untuk melakukan penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif melalui teknik wawancara mendalam, dan dokumen yang relevan dengan penelitian. Subjek dari penelitian ini adalah : 

Manager Marketing Communication (CPMM), Junior Manager Marketing Communication Above The Line, Junior Manager Marketing Communication Below The Line, staff Marketing Communication. Inegrated Marketing Communication (IMC) membentuk dalam komunikasi pemasaran. (1) Promosi melalui periklanan, dimana periklanan ini menggunakan media televisi, KAI ACCESS, website resmi milik kereta api. (2) Promosi melalui  Promosi penjualan,  pemeberian diskon, hadiah, voucher dapat memberiikan jumlah pengguna KAI ACCESS. (3) Promosi melalui  hubungan masa dan publisitas, dengan  melaksanakan kegiatan acara event yang membuat citra positif perusahaan. (4) Promosi melalui Penjualan perorangan penjualan tatap muka untuk mendapatkan umpan balik secara langsung. (5)Promosi melalui Pemasaran langsung,   mengetahui respon konsumen secara langsung dan mencari tanggapan langsung dari mereka.

Kata kunci : bauran promosi, PT Kereta Api Indonesia (Persero), KAI ACCESS