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All Journal Gorga : Jurnal Seni Rupa Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri PRODUCTUM : Jurnal Desain Produk (Pengetahuan dan Perancangan Produk) Jurnal Pelita PAUD Visualita : Jurnal Online Desain Komunikasi Visual Idealog: Ide dan Dialog Desain Indonesia Jurnal Desain Dinasti International Journal of Education Management and Social Science Jurnal of Applied Multimedia and Networking Visual Heritage: Jurnal Kreasi Seni dan Budaya Narada : Jurnal Desain dan Seni Komitmen : Jurnal Ilmiah Manajemen eProceedings of Art & Design Jurnal Pelita PAUD INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) International Journal of Social and Education (INJOSEDU)
Dandi Yunidar
Universitas Telkom
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Neuroscience Social Sciences Other

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Customer Journey Experience and Its Effect on PT KAI’s Brand Equity Anisa Silviana Putri; Andreas Rio Adriyanto; Dandi Yunidar
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i3.6005

Abstract

The digitalisation of railway services in Indonesia has significantly altered passengers’ travel behaviour, although non-digital touchpoints remain essential for users with diverse levels of digital proficiency. This study investigates user interactions with PT Kereta Api Indonesia (KAI) across the pre-trip, on-trip, and post-trip stages, and analyses how these interactions shape perceptions of service quality and contribute to the formation of brand equity. Employing a qualitative descriptive approach grounded in service design, the research utilises contextual inquiry to capture actual user behaviour at Bandung and Gambir Stations. Field observations were complemented by questionnaire data from respondents to identify patterns in information search, ticket purchasing, station navigation, and engagement with digital features such as face-recognition gates. The results indicate that digital touchpoints facilitate efficient access to schedules, ticketing, and payments, yet users continue to rely on physical guidance, staff support, and clear environmental cues to navigate the service ecosystem effectively. The degree of coherence between digital and physical touchpoints throughout the customer journey substantially influences user satisfaction and plays a critical role in strengthening KAI’s brand equity.
Co-Authors Achmad Irsyad Wahyudianto Adnan, Reinaldy Fauzan Ahmad Riyadi Swandhani AlAzhari, Muhamad Roihan Alfarras, Sayyidi Afdhal Alhakim, Fatimatunnisa Alvian Fajar Setiawan Andini, Andini Andreas Rio Adriyanto Andreas Rio Adriyanto Andrianto Andrianto Anisa Silviana Putri Ardianto Nugroho Aria Ar-Razi Arif, Andi Raihan Avicenna, Muhammad Alfan Ayunda, Salsabila Azhiima, Faaza Fauzan Billa, Meuthia Salsa Chairunnisa, Marsheilla Dewi, Toba Octavia Muria Didit Widiatmoko Edwin Buyung Syarif Fajar Sadika Fajar Setiawan, Alvian Fakhira, Putu Ghina Fatimah, Dian Febrian Zulkarnain, Mohammad Gabriella Chrismaditya Putri Mawarni Haekal, Muhammad Cikal Hanif Azhar Haqiqie Zahidin, Afdhel Hardy Adiluhung Hifzhurrahman, Ahmad Hafidzh Huda, Dzikra Rahmah Nurul Ica Ramawisari Ikhtiarawati, Diajeng Dara Ayu Indrawan, Ricky Khevia Salsabilla Wibowo Kurnia, Adzdzaniyah Brenda Lira Anindita Utami Mawarni, Gabriella Chrismaditya Putri Meuthia Salsa Billa Michele Ludya Mufid, Abiyyu Rozan Muhammad, Alif Mulia, Muhammad Raihan Muttaqien, Teuku Zulkarnain Muttaqien Nabilatul Fikroh Nugraha, Muhamad Ikhsan Nurini, Erna Nurul Fitriana Bahri Prawira, Dewa Agung Ardhanata Putri, Sheilla Andita Rahma Putri, Avintya Fatimah Rahman, Adinda Latifah Riky Azharyandi Siswanto Salsa Billa, Meuthia Santoso, Arisyi Nurtsaqif Sheila Andita Putri Sirozuddin, Dzaki Hibatullah Suwandi, Jessica Lavenia Syam, Ousama Fadillah Taqiyyah, Najlaa Terbit Setya Pambudi Teuku Zulkarnain Muttaqien Tresna, Rifa Drajat Ully Irma Maulina Hanafiah Wahyudi, Abdurrouf Hanif Wahyudianto, Achmad Irsyad Yanuar Herlambang Yoga Pujiraharjo