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Application of attitude based segmentation : A Case study on trans Jakarta Bus Way user
Fast development of city of Jakarta and its surrounding (Bogor, Depok, Tangerang, Bekasi) along with the growing population of their dwellers induce need of mobility or movement of mass population between region. To effectively transport people and goods between the cities would require a mass rapid transit system. Answering to the increasing demand of transportation, the authority of Jakarta province has launched Trans Jakarta as a choice of mass rapid transit system. Provided with infrastructures, modern facilities, not to mention the dedicated lane, Trans Jakarta is expected to meet citizens? demands of a better transportation medium. Trans Jakarta has been operational for a year and still has a lot to offer to the citizens. To successfully communicate the Trans Jakarta service to citizens as target adopters for this transportation alternative needs an understanding of citizens? attitudes on Trans Jakarta usability. Instead of generalization of citizens? attitude, differentiating citizens? attitudes may be approached to describe their typology so that the authority can better understand what the users perceive, or experience from the service. This research tries to unveil what is considered important as a factor on choosing transportation alternative. Particularly, this research also tries to uncover the attitude of users on usability of Trans Jakarta bus way service. The result from this research shows that security is the main factor that determines the choice of transportation medium. And when it comes to choosing transportation medium based on security factor, Trans Jakarta proves to be preferred than any other alternative. More importantly, this research has found out 4 attitude segments which are; Interactive Socials, passengers who consider the usability of Trans Jakarta as a mean of intensifying their social interaction instead of symbolizing their social status. To emphasize their social status they would consider riding a good quality of transportation media; Only Seaters, passengers with patience to wait for empty buses. They do have same tendencies as the other segments do, but the tendencies are not as strong as the others'. They do think riding Trans Jakarta proclaim their obedience to discipline, but they don't show their seriousness on it, as they ride it only if seats are available for them. They perceive discipline as seating in the bus; Mobile Secure, passengers who consider Trans Jakarta an improvement to mobility and freedom, they tend to rate high on facility aspects of Trans Jakarta usability. They do think that security personnel availability is important, though in fact they themselves still watch over their belongings; Metropolitan Discipline, this segment argues that discipline is symbolized with pattern of orderliness in life, including in transportation. This is the principle of the fourth segment of Trans Jakarta users. They argue that the principle is also part metropolitan lifestyle too. Managerial implications of this research that it is recommended to communicate the service with different kind of campaign tailored to different characteristics of each segment.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 51 70 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Departemen Manajemen Fakultas Ekonomi Universitas Indonesia., 2005 |
|---|---|
| Edisi | - |
| Subjek | Marketing Market segmentation Trans Jakarta |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 150., 45 p. : diagr. ; 30 cm & lamp |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |