DOI of the published article http://dx.doi.org/10.35931/aq.v18i4.3616
Marketing Public Relation Strategy of PT. Kereta Api Indonesia in Increasing Kaipay Users.
Strategi Marketing Public Relation PT. Kereta Api Indonesia dalam Meningkatkan Pengguna Kaipay
DOI:
https://doi.org/10.21070/ups.7349Keywords:
Strategy, Marketing Public Relations, Public Relations, KAIPayAbstract
This study aims to investigate the increase in KAIPay users through the Public Relations Marketing utilized by PT. KAI. The research is motivated by the transformation of KA ticket payment and booking methods from conventional to digital. The launch of KAIPay in the KAI Acses app as a non-cash payment method, along with miles, is one of the positive steps taken by PT. KAI. However, there are few KAIPay users for purchasing products from PT. KAI. Therefore, to increase the number of consumers, especially for KAIPay, one of the efforts undertaken by the company is through public relations marketing.influence and create effective public opinion. Pull strategy involves maximizing promotional activities such as launching KAIPay and introducing new features. Push strategy includes increasing KAIPay users through social media publications and industrial relations partnerships. Lastly, pass strategy involves shaping public opinion through events, sponsorships, and social activities conducted by PT. KAI.
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