Analisis Penerapan Strategi Pemasaran dalam Meningkatkan Pengguna Aplikasi Ageu Jek di Kabupaten Purwakarta
DOI:
https://doi.org/10.35870/emt.v8i3.2790Keywords:
Marketing Strategy, Online Transportation, Ageu Jek, Purwakarta RegencyAbstract
Competition in the online transportation industry is getting tighter, with the presence of various platforms such as Go-Jek, Grab, and Ageu Jek. Ageu Jek, a local platform in Purwakarta Regency, faces challenges to increase its app users. This study aims to analyze Ageu Jek's marketing strategy implementation in increasing app users in Purwakarta Regency. This research uses qualitative methods with interview and observation techniques. The research informants are Ageu Jek application owners, Ageu Jek drivers, and Ageu Jek application users. The results showed that Ageu Jek faces several challenges, such as the lack of public awareness about the app, fierce competition with other platforms, and incomplete app features. Ageu Jek's marketing strategy still needs to be optimized, focusing on promotion through social media, developing app features, and improving service quality. Ageu Jek needs to improve its marketing strategy by focusing on market analysis, market segmentation and the right target audience. Application feature development and service quality improvement also need to be considered. With the right strategy, Ageu Jek can increase its application users and become a competitive online transportation platform in Purwakarta Regency.
Downloads
References
Aristamy, I. (2022). Pelatihan animasi dan pembuatan konten kreatif sosial media bagi industri kecil menengah. JSWE, 1(3), 49-56. https://doi.org/10.58982/jswe.v1i3.192
Hutapea, W. (2024). Pengaruh kualitas layanan dan citra merek terhadap keputusan pembelian dimediasi oleh kepercayaan pelanggan (studi pada mobil Hyundai di DKI Jakarta). NJ, 1(3), 25-38. https://doi.org/10.62872/3sz01371
Moleong, L. J. (2017). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.
Mulyono, T. (2024). Studi literatur evaluasi kualitas pelayanan angkutan umum oleh pengguna. Warta Ardhia, 49(1), 1-13. https://doi.org/10.25104/wa.v49i1.546.1-13
Munadiya, M. (2020). Strategi pemasaran (marketing mix) dalam meningkatkan penjualan di Alina Fotokopi Ponorogo. Jurnal Manajemen dan Kewirausahaan, 19(1), 57-66.
Purnandika, R. (2023). Kualitas layanan terhadap kepuasan pelanggan pada pengguna transportasi umum di Jakarta. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA), 1(2), 25-32. https://doi.org/10.62017/jimea.v1i2.226
Puspitarini, D., & Nuraeni, R. (2019). Pemanfaatan media sosial sebagai media promosi. Jurnal Common, 3(1), 71-80. https://doi.org/10.34010/common.v3i1.1950
Saepudin, A. (2019). Manajemen transportasi. Pustaka Mandiri.
Sari, M. A., & Adi, R. P. (2021). Strategi pemasaran Ageu Jek dalam meningkatkan penggunanya di Kabupaten Purwakarta. Jurnal Manajemen dan Bisnis, 22(3), 30-39.
Setiawan, A., & Kurniasi, A. (2020). Strategi pemasaran terpadu (Integrated Marketing Communication) dalam meningkatkan brand awareness dan brand image PT. Telekomunikasi Selular Tbk. (Telkomsel) pada pelanggan di Kota Yogyakarta. Jurnal Manajemen dan Kewirausahaan, 19(1), 43-56.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan kombinasi. Alfabeta.
Wibowo, D. H., Arifin, Z., & Sunarti. (2020). Analisis efektivitas strategi pemasaran dalam meningkatkan penjualan pada usaha batik "Batik Trusmi" di Desa Trusmi Kecamatan Campaka Kabupaten Purwakarta. Jurnal Manajemen dan Kewirausahaan, 19(1), 67-74.
Wirawan, B. (2019). Sistem transportasi nasional. Cendekia Pustaka.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Dinda Amalia, Dewi Puspasari, Dini Fitriani, Srie Hendraliany
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
