THE ROLE OF DIGITALIZATION IN OPTIMIZING TRAIN TICKET PRICING AND PROMOTION AT PT KAI DAOP 5 PURWOKERTO

Abstract

The development of information technology and digitalization has changed various industrial sectors, including the transportation sector. PT Kereta Api Indonesia (PT KA) as a regular train service provider strives to keep up with the flow of innovation by implementing digital systems in promotion and pricing strategies. Digitalization not only provides convenience in managing operations but also improves interaction with customers more effectively. This article will discuss in depth the implementation of digital pricing and promotion strategies based on digital systems and the success indicators of the new system. Digitalization of promotional strategies is done through the use of social media, mobile applications, and e-commerce platforms to reach more customers effectively. The implementation of this digitalization not only increases the number of passengers but also optimizes the company's revenue. With more accurate data analysis, PT KAI is able to offer more relevant promos and competitive pricing strategies. This study examines the impact of digitizing promotional and pricing strategies on PT KAI's performance and the challenges faced in its implementation.