PENGARUH KEMUDAHAN PENGGUNAAN, KEBERAGAMAN FITUR, DAN PROMOSI TERHADAP MINAT PENGGUNAAN ULANG APLIKASI KAI ACCESS

Abstract

This research determines whether the ease of use, features various, and application promotion of KAI Access affect the millennial generation’s interest. It focuses on the importance of digital service improvement in the transportation sector, especially in the KAI access application. The application is owned by PT Kereta Api Indonesia (Persero) as the main tool for purchasing tickets and train travel. However, this application still faces some problems, one of which is the low user rating of only 2.5 out of 5 on the Google Play Store platform. Furthermore, the research applies quantitatively with a descriptive approach. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 96 respondents of the Surabaya millennial generation who had ever used the KAI access application, as samples. Moreover, the data analysis technique used multiple linear regressions to examine partially the independent variable to the dependent variable. In addition, the result shows that three variables, i.e., ease of use, feature diversity, and application promotion, have a positive and significant effect on the reuse interest. Additionally, this study indicates that the easier to use, the more various features, and the more interesting the promotion will increase users’ interest in using the KAI Access application. In brief, the research gives a practical contribution to the development of digital marketing strategy at PT KAI and emphasizes the importance of innovation in providing digital services for the millennial generation.