TA DIGITAL
Strategi promosi untuk menarik minat konsumen menggunakan jasa kereta api pada PT. Kereta Api Indonesia (PERSERO) Daerah Operasi IV Semarang
Promotion is one element of marketing mix which used by company to achieve the success of marketing program. Promotion through media has purposes to spread the information, persuade and remember the consumers of product or service offered. Due to the importance of promotion, the company needs many techniques to promote for increasing sales of product or service, especially at PT Kereta Api (Persero) Daerah Operasi IV in doing promotion strategy.
The purpose of this research is to find out the promotion strategy carried out by company, the obstacles and solution of doing promotion strategy and recognizing up-and-down consumer on train.
The type of writing this research is descriptive methods. The primary and secondary data were collected by interview, observation, internet browsing , and literature studies.
It can be concluded that promotion strategy using “pull strategy” which contains promotion mix, and the obstacles which must be dealt with in carrying out the promotion strategy, the lack of human resources to promote. For those, the company needs to utilize the internet resources and the increased number of train consumer was due to Lebaran Day 2010.
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