Proposed Marketing Strategy for Pt. Kereta API Indonesia (Persero) to Increase the Number of Passengers

PT. Kereta Api Indonesia (Persero) or known as KAI is a State-Owned Enterprise in with the obligation of organizing transportation that prioritizes passenger comfort, safety, and security. only train service Indonesia, so it has strong advantage over other modes transportation. However, Covid 19 pandemic great impact on which resulted significant decrease number passengers operating areas Bandung 2020-2022. Therefore, purpose this study to analyze internally externally what factors influence decline KAI, strategies are appropriate for implement order increase future. The internal analysis uses 3 tools, namely STP analysis, 7P VRIO intended determine strengths weaknesses KAI. External carried out using 4 PESTEL, Porter’s 5 Forces, competitor customer aimed at knowing external opportunities threats being faced by findings from used SWOT. In SWOT was found faced. Then TOWS Matrix formulate right proposed strategy overcoming existing threats. There 12 alternative results then grouped into categories, ST strategy, WT SO WO strategy. these QSPM calculate greatest weight value each based expert judgment chosen strategies, Implementing Social Marketing shows benefits society & environment, Improving quality services value, Attractive promotions available new members. It hoped selected recommendation can be implemented properly reach wider range consumers passengers.