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All Journal DIKEMAS (Jurnal Pengabdian Kepada Masyarakat) Epicheirisi : Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan
Wardani, Galuh Kusuma
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Economics, Econometrics & Finance Social Sciences Other

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Analisis Strategi Komunikasi Pemasaran pada Unit Komersialisasi Non-Transportasi (KNA) PT. Kereta Api Indonesia (Persero) Daerah Operasi 7 Madiun Septiarini, Silvi; Priyanto, Priyanto; Nurmalasari, Niza; Wardani, Galuh Kusuma
Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan Vol. 8 No. 2 (2024)
Publisher : Politeknik Negeri Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32486/epicheirisi.v8i2.844

Abstract

PT Kereta Api Indonesia (Persero) holds significant land assets and offers various service products in strategic locations. However, the Non-Transport Commercialization Unit (KNA) remains relatively underrecognized. To enhance its visibility and revenue, the KNA Unit needs to increase its engagement with potential partners and more effectively promote its services. This research aims to analyze the marketing communication strategies employed by the KNA Unit in Operational Area 7 Madiun. Utilizing a descriptive qualitative approach and insights from three field experts, the study identifies nine key elements in the KNA's marketing communication strategy: advertising, online communication and social media, mobile communication, direct marketing, events and experiences, word of mouth, publicity and public relations, personal selling, and packaging. The findings indicate that the KNA Unit currently utilizes six of these nine elements. While these methods are effective, there is still potential for further improvement. Optimizing these strategies could significantly enhance engagement, increase visibility, and boost overall revenue. This research provides valuable insights for refining marketing approaches to achieve better outreach and commercial success.
Decision-Making Counseling for Further Studies for Grade XII Students of SMA Muhammadiyah 9 Sambirejo Wiwoho, Rino Desanto; Hastuti, Farida Tri; Hernando, Hendrick; Nurmalasari, Niza; Thousani, Hifzhan Frima; Syarifah, Ina; Wardani, Galuh Kusuma
DIKEMAS (Jurnal Pengabdian Kepada Masyarakat) Vol 8 No 2 (2024)
Publisher : Politeknik Negeri Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32486/dikemas.v8i2.863

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberikan wawasan yang berupa pengetahuan dan sudut pandang kepada siswa mengenai keputusan untuk merencanakan masa depan, salah satunya dapat melanjutkan studi ke jenjang yang lebih tinggi setelah menempuh pendidikan menengah atas, yaitu perguruan tinggi. Metode yang digunakan dalam kegiatan pengabdian kepada masyarkat ini adalah konseling atau bimbingan dengan pengisian kuesioner singkat dan diskusi terbuka oleh narasumber yang berasal dari Politeknik Negeri Madiun. Proses tersebut akan memudahkan siswa untuk leluasa bertanya kepada narasumber tentang berbagai hal yang berhubungan dengan studi lanjut. Keputusan untuk melanjutkan studi bukanlah keputusan yang mudah, untuk itu melalui kegiatan pengabdian ini diharapkan siswa mendapatkan bimbingan guna memperoleh pemahaman yang memadai tentang berbagai kondisi karakteristik dirinya, baik tentang bakat, minat, cita-cita berbagai kekuatan serta kelemahan yang ada dalam dirinya. Sasaran dari kegiatan pengabdian kepada masyarakat ini adalah Siswa Kelas XII SMA Muhammadiyah 9 Sambirejo. Kegiatan pengabdian kepada masyarakat ini diikuti oleh 23 siswa kelas XII SMA Muhammadiyah 9 Sambirejo. Hasil dari kegiatan ini adalah siswa diharapkan mampu merencanakan dan mengambil keputusan studi lanjut yang diinginkan setelah lulus sekolah menengah atas yang disesuaikan dengan minat, bakat, kemampuan, dan kemauan yang dimiliki
Analisis Strategi Komunikasi Pemasaran pada Unit Komersialisasi Non-Transportasi (KNA) PT. Kereta Api Indonesia (Persero) Daerah Operasi 7 Madiun Septiarini, Silvi; Priyanto, Priyanto; Nurmalasari, Niza; Wardani, Galuh Kusuma
Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan Vol. 8 No. 2 (2024)
Publisher : Politeknik Negeri Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32486/epicheirisi.v8i2.844

Abstract

PT Kereta Api Indonesia (Persero) holds significant land assets and offers various service products in strategic locations. However, the Non-Transport Commercialization Unit (KNA) remains relatively underrecognized. To enhance its visibility and revenue, the KNA Unit needs to increase its engagement with potential partners and more effectively promote its services. This research aims to analyze the marketing communication strategies employed by the KNA Unit in Operational Area 7 Madiun. Utilizing a descriptive qualitative approach and insights from three field experts, the study identifies nine key elements in the KNA's marketing communication strategy: advertising, online communication and social media, mobile communication, direct marketing, events and experiences, word of mouth, publicity and public relations, personal selling, and packaging. The findings indicate that the KNA Unit currently utilizes six of these nine elements. While these methods are effective, there is still potential for further improvement. Optimizing these strategies could significantly enhance engagement, increase visibility, and boost overall revenue. This research provides valuable insights for refining marketing approaches to achieve better outreach and commercial success.
Co-Authors Hendrick Hernando Hifzhan Frima Thousani, Hifzhan Frima Niza Nurmalasari Priyanto Priyanto Septiarini, Silvi Syarifah, Ina Wiwoho, Rino Desanto