Hendriyani, Malika Puteri (2026) Strategi Digital Branding PT Transportasi Jakarta melalui Aplikasi TJ:Transjakarta. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
The development of digital technology encourages public institution to adopt innovative communication strategies, one of which is the use of artificial intelligence in application based service. PT Ttansportasi Jakarta, as a public transportation provider, introduced the AI-based TJ:Transjakarta application as part of its digital transformation and digital branding startegy to build and image as a modern, responsive, and user oriented public institution. This study aims to analyze the digital branding strategy of PT Transportasi Jakarta through teh AI-based TJ:Tramsjakarta application. This research employs a qualitative approach with a descriptive method. Data collection techniques include interviews, observation, and documentation. Data analysis follows qualitative analysis prosedures, consisting of data reduction, data display, and conclusion drawing and verification. Data validity is ensured through source triangulation by comparing information obtained from informants, observations, and documentation to enhance the credibility of the research findings. The results indicate that PT Transportasi Jakarta implements a digital branding strategy through the TJ application by integrating social media, content creation, customer engagement, data-driven strategies, brand consistency, continuous innovation, and the utilization of artificial intelligence and real-time data. The implementation of this strategy is reflected in the increase in the application's Google Play Store rating from 3.9/5 in 2025 to 4.4/5 in June 2026, as well as more than 2.7 million downloads. However, several challenges remain, particularly regarding the accuracy of real-time information, application performance, and the optimization of the TARA chatbot, which require further development
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Khadijah, Siti 0409098006 |
| Keywords / Kata Kunci: | Artificial Intelligence, Transportasi, Digital Branding, Transjakarta |
| Subjects: | Public Relations Ilmu Komunikasi |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Ms. Malika Puteri Hendriyani |
| Date Deposited: | 11 Sep 2026 08:30 |
| Last Modified: | 11 Sep 2026 08:30 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10953 |
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