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Abstract

The presence of railway transportation to Soekarno-Hatta Airport, which was touted as one of the solutions to address traffic congestion, has not yielded satisfactory results. The low occupancy rate of the airport trains, which remains below 30%, indicates that the public's interest in using the train to the airport is below expectations. The competition from other modes of transportation, such as ride-hailing and regular taxis, buses, and even private cars, plays a role. Despite having sufficient infrastructure, the airport train's occupancy rate has not shown significant improvement. KAI Bandara Railink, as the operator of the airport train, should engage in extensive marketing activities to increase its usage. In the era of social media, social media platforms should serve as a marketing tool and influence individuals' decisions to use the airport train. Hence, this study examines the impact of social media marketing activities on the purchase intention of the public towards Soekarno-Hatta Airport train. By utilizing the PLS-SEM model, the results indicate that positive social media marketing activities have an influence on an individual's purchase intention through the mediating variable of brand awareness. Therefore, the author recommends focusing on improving the content of KAI Bandara Railink's social media (Instagram) to enhance public engagement.

Keywords

perencanaan, pelaksanaan, penatausahaan, pelaporan, dan pertanggungjawaban

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Pratama, H. A. ., & Aprianingsih, A. . (2023). Social Media Marketing of Public Transportation: A Case of KAI Bandara Railink Soekarno-Hatta. Economics and Digital Business Review, 4(2). https://doi.org/10.37531/ecotal.v4i2.608
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References

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  22. Ginting, B. D. (2009). Structural Equation Model (SEM). Media Informatika, 8(2), 121-134.
  23. Ibraeva, A., & De Sousa, J. F. (2014). Marketing of Public Transport and Public Transport Information Provision. Procedia-Social and Behavioral Sciences, 162, 121-128.
  24. KAI Bandara. (2022). Profil Railink. Retrieved October 2022, from KAI Bandara: https://www.railink.co.id/profile/id
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  26. Listifadah. (2020). Evaluasi Kinerja Pelayanan Kereta Api Bandara Manggarai-Soekarno Hatta Berdasarkan Persepsi Pengguna Jasa. Jurnal Penelitian Transportasi Darat, 22(2), 180-193.
  27. Valenzuela, S., & Bachmann, I. (2017). Path Analysis. In J. Matthes, S. C. Davies, & F. R. Potter, The International Encyclopedia of Communication Research Methods (pp. 1-9). Chile: John Wiley & Sons, Inc.
  28. Wahyudi, R., Thoyib, M., Firmansyah, & Amri, D. (2021). Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra (Case Study of Palembang's Traditional Processed Food). 4th Forum in Research, Science, and Technology (FIRST-T3-20) (pp. 142-146). Atlantis Press.
  29. We Are Social. (2022). Digital 2022 Indonesia. We Are Social.
  30. Wee, C., Ariff, M., Zakuan, N., & Tajudin, M. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Review of Integrative Business & Economics, 3(2), 378-397.