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

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.