Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS)
Sepriadi Saputra
Ilmu Komunikasi, UIN Raden Fatah Palembang
Economics, Econometrics & Finance Public Health Social Sciences

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Marketing Communication Strategy In Promoting The Train Ticket Discount Program During The Eid Season In 2025 (Study on Passenger Transportation Marketing and Customer Care Unit PT Kereta Api Indonesia Persero Divre III Palembang) Luthfiah Sylmi Nadhirah; Sepriadi Saputra; M. Arif Setiawan
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 8 No. 1: Januari 2026
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v8i1.9973

Abstract

Marketing communication strategies play an important role in increasing customer interest and loyalty, especially at the moment of Eid which is synonymous with high public mobility. PT Kereta Api Indonesia (Persero) Divre III Palembang through the Passenger Transportation and Customer Care Marketing Unit implements a marketing communication strategy to promote the 2025 Eid ticket discount program. This study aims to analyze how the strategy is designed and implemented in order to attract public attention and increase the number of passengers. The research method used is qualitative descriptive with data collection techniques through in-depth interviews, observations, and documentation. The results of the study show that marketing communication strategies include the stages of message planning, target audience determination, media selection, and evaluation of promotional effectiveness. PT KAI optimizes various communication channels such as social media, official websites, the Access by KAI application, as well as collaborations with online travel agents to expand the reach of information. The application of the Integrated Marketing Communication (IMC) theory can be seen from the integration between channels that produce consistent messages and strengthen the company's positive image. This strategy has proven effective with an increase in the number of Eid 2025 passengers to 99,039 people with an occupancy rate of 150%, an increase of about 20% from the previous year. Overall, an integrated and adaptive marketing communication strategy has succeeded in increasing the effectiveness of promotions and strengthening customer loyalty to PT KAI Divre III Palembang's services.
Organizational Communication at the Tanjung Batu Village Office, Ogan Ilir Regency in Improving Public Services Ade Setiawan; Sepriadi Saputra; Badarudin Azarkasi
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 8 No. 1: Januari 2026
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v8i1.9988

Abstract

This research highlights the urgency of improving the quality of public services at the Tanjung Batu Village Office, where there are still communication gaps, limited coordination, and unclear information flows that affect service performance. This research aims to examine how organizational communication is applied and how its role is in improving public services. The main questions of the research focus on the communication patterns that take place and their contribution to service improvement. Using a qualitative approach and case study design, data was collected through observation, in-depth interviews with staff, village heads, and the community, and documentation. Data analysis is carried out through reduction, presentation, and conclusion drawn. The results of the study show that communication occurs vertically, horizontally, and diagonally, but is still constrained by weak feedback systems, inconsistent coordination, and lack of use of digital information media. The improvements found include simplifying procedures, improving employee coordination, and increasing responsiveness to community needs. These findings confirm that effective organizational communication improves reliability, transparency, and responsiveness in public services.
Co-Authors Ade Setiawan Badarudin Azarkasi Luthfiah Sylmi Nadhirah M. Arif Setiawan