Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal International Journal of Health, Economics, and Social Sciences (IJHESS)
M. Arif Setiawan
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) (Special Issue) - International Journal of Health, Economics, and Social Sciences (IJHESS) January 2
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.
PT Kirana Permata's Crisis Communication Strategy Regarding Environmental Issues and Social Responsibility Muhammad Rio Putra Pratama; Komaruddin; M. Arif Setiawan
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 3 No. 3: July - International Journal of Health, Economics, and Social Sciences (IJHESS)
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v3i3.9811

Abstract

This study aims to analyze the crisis communication strategy implemented by PT Kirana Permata in dealing with environmental issues and social responsibility and identify supporting and inhibiting factors that affect its implementation. This study uses a qualitative method with a descriptive approach, with data obtained through interviews, observations, and documentation involving the company and the surrounding community. The research analysis uses the Situational Crisis Communication Theory (SCCT) proposed by W. Timothy Coombs to understand the company's response in facing a crisis and maintain its reputation in the eyes of the public. The results of the study show that PT Kirana Permata implements a crisis communication strategy through an open and responsive approach, two-way communication through interactive dialogue, informative and persuasive information delivery, and good internal coordination in handling evolving issues. The supporting factors for the strategy include company management support, inter-division cooperation, and good communication relations with the community, while the inhibiting factors include the difficulty of gathering the community at the same time, differences in public perception of environmental issues, and limitations in the dissemination of information. This study concludes that the crisis communication strategy implemented by PT Kirana Permata is able to help the company maintain harmonious relations with the community and manage environmental issues and social responsibility more effectively through open, dialogical, and sustainable communication.
Co-Authors Komaruddin Luthfiah Sylmi Nadhirah Muhammad Rio Putra Pratama Sepriadi Saputra