IMPROVEMENT OF PASSENGER OF TRANSPORTATION SERVICE THROUGH MARKETING COMMUNICATION STRATEGY (Analysis: Royaltrans Jakarta Route Bekasi-Jakarta)
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Universitas Budi Luhur jakarta

Abstract

The Jakarta and Bekasi City Government Policy Agreements are to impose the use of toll roads for four-wheeled vehicles based on odd-even vehicle numbers. The Jakarta City Government prepares the solution by preparing the RoyalTrans-Jakarta premium bus transportation, with affordable tariffs and convenient facilities. This research aims to; 1) analyze the Jakarta Royalstrans marketing communication strategy to the user community. 2) steps in developing information and improving passengers. This research method uses a qualitative approach with descriptive methods with data collection techniques through observation and interview. Data analysis is done by triangulating sources and data. The informants interviewed were 2 drivers, 2 conductors and 2 passengers of RoyalTrans-Jakarta. The results showed that 1) RoyalTrans marketing communication strategies included using banners, WhatsApp in developing networks between permanent passengers of RoyalTrans buses. 2) The steps taken are; a) invites information . b). facilitate information via WhatsApp to provide departure schedule c). maintain relationships with passengers and create a sense of comfort and service.

Keywords: Marketing Communication, Increased Passenger, Transportation

Topic: Communication Studies