MARKETING STRATEGY EVALUATION OF MRT JAKARTA'S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT

Authors

  • Gideon Satria Putra Sugiyanto Bandung Institute of Technology
  • Agung Wicaksono Bandung Institute of Technology

Keywords:

Customer Journey, Five As Framework, Marketing 4.0, MRT Jakarta, Mobile Application

Abstract

A mobile application has become a vital tool to provide better service and build relationships with customers in the digital age. MRT Jakarta responded to the trend by launching MRT-J mobile application. A study to evaluate the effectiveness of marketing strategy for MRT-J involving 205 respondents of questionnaires was developed following the Five As Framework from Marketing 4.0 concept (Kotler, Kartajaya, and Setiawan, 2017). The result revealed that MRT-J has a superlative affinity. However, the Company needs to improve the attraction, curiosity, and commitment level. According to the industry archetype, the evaluation of brand productivity metrics reported that MRT-J mobile application has a Trumpet pattern. A combination of conventional (offline) and digital (online) marketing is suggested to increase the number of downloads by improving the stage of Aware, Appeal, Ask, and Act.

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Published

2020-12-22

How to Cite

Gideon Satria Putra Sugiyanto, & Agung Wicaksono. (2020). MARKETING STRATEGY EVALUATION OF MRT JAKARTA’S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES), 2(6), 43–54. Retrieved from https://gaexcellence.com/aijbes/article/view/178

Issue

Vol. 2 No. 6 (2020): Volume_ 2 Issues_ 6 [December, 2020]

Section

Articles