Strategi Promosi Penjualan Tiket Kereta Api

Abstract

Abstract. PT. Kereta Api Indonesia (Persero) is a transportation service company that manages railways services that are considered to prevent people from congestion on land transportation. Marcomm Division is a division that runs a railway sales promotion strategy, when the implementation of the concept has been created must be neatly arranged for how to convey our promotion to consumers who use rail services. Where this promotion activity is very eagerly awaited by the public because of the discount ticket.The purpose of this research is to know the strategy of sales promotion of train ticket by PT. Kereta Api Indonesia (Persero), promotion planning, promotional organization, promotional implementation, promotion supervision by Marcomm Division PT.KAI. The method used in this research is quantitative research method with descriptive study approach. The data obtained-obtained through interviews directly with Mrs. Grandis Ayu Octiana as Junior Manager of Marcomm Division of online promotion of PT.KAI and Pa Alfian as Junior Manager of Marcomm Division of offline promotion of PT.KAI. In addition, the data obtained through literature study, observation, and documentation. Based on the results of the research conducted, it can be concluded that the planning was undertaken by the Division Marcomm very mature. After doing the planning, organizing to develop human resources that will implement the program of promotional activities, when all the preparation is done-done the implementation of the appropriate campaign that has been planned in accordance with the preparation, the final activity is direct supervision led by the leadership of general manager to oversee the program promotion activities.

Key Word : PT.Kereta Api Indonesia (Persero), Strategy, Sales Promotion.

Abstrak. PT. Kereta Api Indonesia (Persero) yaitu perusahaan jasa transportasi yang mengelola jasa perkeretaapian yang dianggap dapat menghindarkan masyarakat dari kemacetan transportasi darat. Divisi Marcomm adalah divisi yang menjalankan sebuah strategi promosi penjualan tiket kereta api. Dimana kegiatan promosi ini diantaranya adanya diskon tiket. Tujuan dari penelitian ini adalah untuk mengetahui strategi promosi penjualan tiket kereta api oleh PT. Kereta Api Indonesia (Persero), perencanaan promosi, pengorganisasian promosi, pelaksanaan promosi, pengawasan promosi oleh Divisi Marcomm PT.KAI. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan pendekatan studi deskriptif. Data yang diperoleh didapatkan melalui wawancara secara langsung dengan Bu Grandis Ayu Octiana selaku Junior Manager Divisi Marcomm bagian promosi online PT.KAI dan Pa Alfian selaku Junior Manager Divisi Marcomm bagian promosi offline PT.KAI. Selain itu data diperoleh melalui studi kepustakaan, observasi, dan dokumentasi.Berdasarkan hasil dari penelitian yang dilakukan, dapat disimpulkan bahwa perencanaan yang dilakukan oleh divisi marcomm sangat matang. Setelah melakukan perencanaan, pengorganisasian mengembangkan sumber daya manusia yang akan melaksanakan program kegiatan promosi, ketika semua persiapan sudah matang dilakukan pelaksanaan promosi sesuai yang sudah direncanakan sesuai persiapan, kegiatan akhir adalah pengawasan yang langsung di pimpin oleh pimpinan yaitu general manager untuk mengawasi program kegiatan promosi. 

Kata Kunci: PT.Kereta Api Indonesia (Persero), Strategi, Promosi Penjualan.