Peran Komunikasi Pemasaran Dalam Meningkatkan Minat Dan Kesadaran Pengguna Jalan Tol Terhadap Aplikasi Travoy
DOI:
https://doi.org/10.37385/ceej.v7i2.11877Keywords:
Komunikasi Pemasaran, Komunikasi Pemasaran Digital, Model AIDA, Travoy, Minat PenggunaAbstract
Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran dalam meningkatkan kesadaran dan minat pengguna jalan tol terhadap aplikasi Travoy pada PT Trans Marga Jawa Tengah. Travoy merupakan aplikasi digital yang dikembangkan oleh Jasa Marga Group untuk mendukung perjalanan pengguna jalan tol melalui penyediaan informasi lalu lintas secara real-time, tarif tol, lokasi rest area, layanan bantuan darurat, serta berbagai layanan pendukung perjalanan lainnya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap lima informan yang memiliki latar belakang dan pengalaman berbeda dalam mengenal maupun menggunakan aplikasi Travoy. Analisis data dilakukan melalui proses transkripsi, coding, analisis tematik, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa komunikasi pemasaran yang dilakukan perusahaan melalui media promosi digital berperan dalam membangun perhatian (attention) pengguna terhadap aplikasi Travoy. Penyampaian informasi mengenai fitur dan manfaat aplikasi mampu menumbuhkan ketertarikan (interest) dan keinginan (desire), yang selanjutnya mendorong tindakan (action) berupa pengunduhan dan penggunaan aplikasi. Meskipun demikian, tingkat kesadaran masyarakat terhadap aplikasi Travoy masih belum merata karena promosi yang dilakukan belum menjangkau seluruh segmen pengguna jalan tol. Oleh karena itu, PT Trans Marga Jawa Tengah perlu memperkuat strategi komunikasi pemasaran melalui perluasan media promosi digital, penyampaian konten yang lebih edukatif, serta peningkatan sosialisasi secara langsung kepada pengguna jalan tol.
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