STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN OKUPANSI PENUMPANG PT. KERETA API INDONESIA DIVISI REGIONAL I SUMATERA UTARA

SIDABALOK, JESAYA FRANSISCO and Mutiah, Mutiah (2025) STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN OKUPANSI PENUMPANG PT. KERETA API INDONESIA DIVISI REGIONAL I SUMATERA UTARA. Undergraduate thesis, Sriwijaya University.

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Abstract

The abundance of transportation in North Sumatra Province has caused public interest in using public transportation to be unstable, especially the use of trains. PT. KAI DIVRE I North Sumatra is one of the intercity transportation services operating trains, making it a business competitor for other companies in increasing passenger occupancy. This study aims to determine the integrated marketing communication strategy of PT. KAI DIVRE I North Sumatra in increasing passenger occupancy. The method used in this study is a case study with a qualitative approach using data collection techniques through in-depth interviews, observation, and documentation studies. This study uses the integrated marketing communication theory by Kotler and Keller (2016), which consists of advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, personal selling, direct marketing, and mobile marketing. Based on the results of the research on the integrated marketing communication strategy of PT. KAI DIVRE I North Sumatra, it was found that in increasing passenger occupancy, the direct marketing dimension was quite influential because direct marketing is persuasive to potential buyers who are directly involved, even though it is integrated with the event dimension and other dimensions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran Terpadu, Okupansi Penumpang, PT. KAI DIVRE I Sumatera Utara
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications > HE199.9 Passenger traffic (General) H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Jesaya Fransisco Sidabalok
Date Deposited:	08 Oct 2025 08:28
Last Modified:	08 Oct 2025 08:28
URI:	http://repository.unsri.ac.id/id/eprint/185031

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