Citation:

Ivan Mawara, Novika Candra Astuti, Satya Aditya Wibowo. "Proposed Marketing Communication Strategy to Increase User Adoption of The Toll Road Travel Assistance App" International Research Journal of Economics and Management Studies, Vol. 4, No. 6, pp. 167-174, 2025.

Abstract:

Travoy is a travel assistance app for toll road users in Indonesia with various features and services around toll road experiences. Despite the features and services specifically designed to fulfill the needs of toll road users and integrated with Jasa Marga's Intelligent Transport System, Travoy continues to experience low user adoption compared to the number of toll road users in Indonesia, its target market. This issue indicates that the current marketing strategy implemented is not yet optimal. This can be seen in the low brand awareness nationally and the less effective utilization of Jasa Marga’s channel communication. This research analyses what an effective marketing communication strategy is that can significantly increase Travoy’s user adoption by using a mixed-method approach and gathers primary data collection through questionnaires and interviews, complemented by secondary data from literature, internal reports, and other documents. The research applies frameworks, such as STP and 7P Marketing Mix, then formulates the strategy using SWOT and TOWS. The findings emphasize 3 main things that need to be focused on, namely product enhancement, third-party collaboration, and campaign strategies. Then, the business strategies are translated into Integrated Marketing Communication (IMC) and an Omnichannel approach to improve Travoy’s market penetration. This research contributes to strategic insights and broader discussions in the field of marketing communication strategy, particularly in the practical application of Omnichannel and integrated marketing communication (IMC) in a niche transportation App.

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Keywords:

Marketing Communication Strategy, Integrated Marketing Communications, User Adoption, Toll Road, Mobile Application.