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引用次数: 0
摘要
在数字时代，移动应用程序已经成为提供更好的服务和与客户建立关系的重要工具。雅加达捷运响应这一趋势，推出了MRT- j移动应用程序。根据marketing 4.0概念的Five As框架(Kotler, Kartajaya, and Setiawan, 2017)，开发了一项评估MRT-J营销策略有效性的研究，涉及205名问卷调查对象。结果表明，MRT-J具有最高的亲和力。然而，公司需要提高吸引力、好奇心和承诺水平。根据行业原型，品牌生产力指标的评估报告，捷运- j移动应用具有小号模式。建议将传统(线下)和数字(线上)营销相结合，通过改善“意识、呼吁、询问和行动”阶段来增加下载量。
MARKETING STRATEGY EVALUATION OF MRT JAKARTA'S MOBILE APPLICATION USING MARKETING 4.0 CONCEPT
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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