Digital marketing implementation in the area of public transportation: Case of Transjakarta

Abstract

Digital Marketing is one of the marketing media that is currently in great demand by Indonesians to support various activities carried out. Along with the development of times and technological developments, a company must be able to follow trends or new things that can lead to improved services and also easy access to information. The research uses a qualitative method by interviewing a marketing representative of Transjakarta. Qualitative Data of QLC was obtained from interviews. The interview refers to the guided interview which contains the question of 1) most of the passenger use transjakarta for 2) what kind of social media that is being consumed the most by transjakarta passengers 3) what kind of benefit of using transjakarta as a transportation choice. The results show that most of the people who are using transjakarta as a transportation mode use it as working activities transportation while most of them have ten minutes in terms of waiting times. Also By providing information through most consumed social media, transjakarta gets an advantage in term of easiness to spread any kind of updated information to users or passengers of transjakarta Furthermore, the accessibility of transjakarta which eases passengers to discover a relevant route based on their needs by providing modern facilities and short duration of traveling. Recommendations are also given in the paper for future research studies.