Rifqal Ilhami, Muhammad (2024) STRATEGI REBRANDING APLIKASI PERJALANAN KAI COMMUTER SEBAGAI #TEMANPERJALANAN (Studi Kasus KRL Access menjadi C-Access). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Rebranding is a strategic effort that the company can make to adapt to refresh the company's image and improve the experience of its users. Researchers are interested in examining how the KAI Commuter travel application rebranding strategy from KRL Access to C-Access. The research approach used is a qualitative approach with Mari Ahonen's Corporate Rebranding Process Model. This research uses data collection techniques interviews with four informants, observation, and documentation. Based on the results of the study, it shows that the rebranding strategy of the KAI Commuter travel application goes through four stages. First, the analysis stage is carried out by analyzing the factors driving the rebranding process. Second, the planning stage is carried out by positioning the travel application by placing the tagline #TemanPerjalanan, changing the name from KRL Access to C-Access, changing visual attributes such as logos and application displays. Third, the implementation stage consists of relaunching for internal by conducting beta tests and external relaunching by holding soft launches, roadshows during the Company's anniversary, launching and socializing C-Access, and holding grand launches that invite various external parties of the Company. Fourth, the evaluation stage is carried out by conducting monitoring and evaluation in stages, namely daily monitoring, weekly evaluation and monthly evaluation. The conclusion of this research is that the rebranding strategy carried out by KAI Commuter in the transformation of its travel application is good, but it has not been maximized in the evaluation stage because KAI Commuter has not conducted an evaluation specifically to find out the users' responses to the rebranding activities carried out.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Rebranding menjadi sebuah upaya strategis yang dapat dilakukan Perusahaan untuk beradaptasi dalam menyegarkan citra Perusahaan dan meningkatkan pengalaman para penggunanya. Peneliti tertarik untuk mengkaji bagaimana strategi rebranding aplikasi perjalanan KAI Commuter dari KRL Access menjadi C-Access. Pendekatan penelitian yang digunakan yaitu pendekatan kualitatif dengan Model Proses Corporate Rebranding Mari Ahonen. Penelitian ini menggunakan teknik pengumpulan data wawancara dengan empat informan, observasi, dan dokumentasi. Berdasarkan hasil penelitian menunjukan bahwa strategi rebranding aplikasi perjalanan KAI Commuter melalui empat tahap. Pertama, tahap analisis dilakukan dengan menganalisis faktor-faktor pendorong proses rebranding. Kedua, tahap perencanaan yang dilakukan dengan memposisikan aplikasi perjalanan dengan menempatkan tagline #TemanPerjalanan, mengganti nama dari KRL Access menjadi C-Access, mengubah atribut visual seperti logo dan tampilan aplikasi. Ketiga, tahap implementasi yang terdiri dari relaunching untuk internal dengan melakukan beta test dan relaunching eksternal dengan mengadakan soft launch, roadshow saat HUT Perusahaan, launch dan sosialisasi C-Access, serta mengadakan grand launch yang mengundang berbagai pihak eksternal Perusahaan. Keempat, tahap evaluasi dilakukan dengan melakukan monitoring dan evaluasi secara bertahap, yaitu monitoring harian, evaluasi mingguan dan evaluasi bulanan. Simpulan dari penelitian ini adalah strategi rebranding yang dilakukan KAI Commuter dalam transformasi aplikasi perjalanan nya sudah baik, namun belum maksimal dalam tahap evaluasi karena KAI Commuter belum melakukan evaluasi yang dilakukan secara khusus untuk mengetahui tanggapan para pengguna terhadap aktivitas rebranding yang dilakukan. | |||||||||
| Uncontrolled Keywords: | Travel Application, Branding, C-Access, KAI Commuter, KRL Access, Rebranding Strategy Aplikasi Perjalanan, Branding, C-Access, KAI Commuter, KRL Access, Strategi Rebranding | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Muhammad Rifqal Ilhami | |||||||||
| Date Deposited: | 05 Sep 2024 13:08 | |||||||||
| Last Modified: | 05 Sep 2024 13:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41123 |
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