Open AccessMARKETING STRATEGY EVALUATION OF MRT JAKARTA'S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT
Author(s) -
Gideon Satria Putra Sugiyanto,
Agung Wicaksono
Publication year - 2020
Publication title -
advanced international journal of business, entrepreneurship and smes
Language(s) - English
Resource type - Journals
ISSN - 2682-8545
DOI - 10.35631/aijbes.26005
Subject(s) - marketing , business , digital marketing , service (business) , curiosity , archetype , advertising , mobile marketing , marketing strategy , psychology , social psychology , art , literature
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.