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Anas Hidayat, Anas
Fakultas Ekonomi Universitas Islam Indonesia
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Implementation of Direct Marketing in Asset Lease of PT. Kereta Api Indonesia (Persero) by Non-Transportation Commercialization Unit (KNA) DAOP 6 Yogyakarta Hidayat, Anas; Ardian
Jurnal Economic Resource Vol. 7 No. 2 (2024): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v7i2.1010

Abstract

This study aims to analyze the application of direct marketing strategies in the leasing of non-transportation assets by PT Kereta Api Indonesia (Persero) through the Unit Commercialization Non-Transportation (KNA) in Operational Area 6 Yogyakarta. Direct marketing is conducted through various media such as direct mail, internet amd telemarketing. This study examines how direct marketing strategies can increase the leasing of non-transportation assets such as kiosks, company-owned houses, and commercial spaces owned by PT Kereta Api Indonesia (Persero). The results show that the implementation of direct marketing is effective in increasing non-transportation revenues and expanding market reach, particularly through targeted direct mail and digital promotion via websites and social media. Challenges include the suboptimal intensity of promotion and the need to enhance the use of various marketing channels. This research highlights the importance of personalization and market segmentation in direct marketing strategies, as well as the significant impact of digital media in promoting the company’s non-transportation assets.
Co-Authors Adam Kurniawan Aditya Ainurrisqi Rais Ahmad Sarifudin Alfath Ibrahim Andestari, Yonada Anissa Pranadewi Anisya Rahmadani Ardian Arief Bustaman, Jauhari Arundati, Rahajeng Asmai Ishak Axioma Peano Ayu Hema Ajeng Diwasasri, Ayu Hema Ajeng Bea Headystya Wildan Taufiq Binarin Tirto Andika Catyanadika, Putra Endi D.C., Vebyola Indah Daffa, Muhammad Dessy Isfianadewi Desy Isfianadewi Dicky Firdaus Efandaru, James Fitra, M. Riyanda Guruh Ghifar Zalzalah Hana Wira Pratiwi Harianto, Yohanes Kristianus Hastiar Kurniawan Helmy Ilham Nugraha Huszár, Barbara Ibadi, Raden Mohamad Wisnu Josephine Roosandriantini Kania Alayda Shafa Karima Tamara Khaerunisa Amalia Sofia, Khaerunisa Amalia Lalu Supardin Lazuardy, Ilman Taufiq Lhia Dwi Agustin Lhia Dwi Agustin, Lhia Dwi Lilis Karlina Lutters, Emmanuelle Litania Mazda Halim, Mazda Moh Nasuka Muafi Muhamed, Nurul Aini Muhammad Firdaus Nadya Amanda Putri Diego Nanda Pradwiningtyas Naufal Moh Shiddiq Nia Yunia Lestari Nugraha, Helmy Ilham Panditatwa, Panduaji Pandu Kusuma Jati Phoebe S.P., Bernadeth Chiquita Purnama, Rava Fernanda Puteri Lefina, Ziyan Putra Endi Catyanadika Rafif Leksono, Agra Rama Rama Ratri, Shafira Fitri Cahyaning Roostika, Raden Roro Ratna Sabellah, Ria Eka Santi Budiman Sari, Cindy Alifia Setiadi, Widriyakara Setiadi, Y.A. Widriyakara Setiawan, Valerio Sultan Agni Shafira Fitri Cahyaning Ratri Siti Nursyamsiah Sri Rejeki Ekasasi, Sri Rejeki Suhada Suhada, Suhada Sutrisno, Sutrisno Titi Halimah Tony Wijaya Uswatun Chasanah Utiyati Utiyati Utomo, Ariel Suryo Veisz, Adrienn Weliya Aprita Wulan Sari Windria Khoirunnisaa, Ulfah Yustiani, Sofia