WEBSITE OPTIMIZATION FOR DIGITAL MARKETING IN PT KAI DAOP 5 PURWOKERTO

Abstract

The use of social media for marketing non-transportation assets at PT KAI Daop 5 Purwokerto still faces limitations in effectiveness and reach. The lack of real-time information and the suboptimal use of social media accounts pose significant challenges. To address this issue, a website was developed as a digital marketing solution. This research employed a qualitative method through interviews, observations, and literature studies during a five-month internship program at PT KAI Daop 5 Purwokerto. The findings indicate that the development of the website enhances information transparency, expands potential customer reach, and accelerates communication and transactions with prospective clients. Despite challenges such as a lack of experience in website management and limited resources, this digital strategy remains a strategic step for PT KAI in increasing revenue from the non-transportation sector and competitiveness in the digital era. The success of this strategy relies on continuous evaluation and active involvement from all stakeholders in its implementation.