Organization Profile

TransJakarta or usually people say Busway is a fast bus transportation system in Jakarta,

Indonesia. This system goes to be based on Transmilenio systems which have succeeded in

Bogota, Colombia. On 26th April until 7th may 2003, sutiyoso governor went to Bogotá - Columbia,

Sao Paolo brazil; and Mexico city, Mexico. To learn more consideration about their system

After socialization of two busses in pekan raya Jakarta arena, pemprov of Jakarta were built

the transit, separator and jembatan penyerberangan orang (jpo) by ifficial liason on october 2003.

Sutiyoso governor revealed Surat Keputusan (SK) No 110 about the formation of Organization and

the managements work system of TransJakarta-Busway Pemprov DKI Jakarta on December 31

2003.

Ir Irzal Z Djamal install inaugurated by Sutiyoso governor to become the head management

of TransJakarta-Busway for the first time. On 15th January 2004, Sutiyoso governor legitimated

TransJakarta bus for the first time, and for two weeks citizen gave free chances to ride on. The

greatest number of passengers on March: 62.322.

Driver of transjakarta it is not only guys but since 21th April 2005, woman’s have a chance

to became driver of transjakarta it is a from emancipation for woman. TransJakarta launched

corridor track 2 (Pulo Gadung - Harmoni) and corridor track 3 (Kalideres - Pasar Baru) on 15th

January 2006. The end of 2006 busway continued to build their corridors. They are: Pulo Gadung -

Dukuh Atas (Corridor 4), Kampung Melayu - Ancol (Corridor 5), Ragunan - Latuharhari (Corridor

6), and Kampung Rambutan - Kampung Melayu (Corridor 7).

On December 2007, official liaison pemprov of Jakarta would built next corridor. Although it

has any complain from citizens due to the fact that traffic on road which has impact of corridor’s

build, it have serious condition of traffic jams. The next issue in first 2008 price of transjakarta

ticket will be more expensive.

1
Management

The Organizer of Transjakarta

TransJakarta-Busway Agency

Bambang Garjito S.H

(Head of Agency)

Drs Kahar Rasyid

(Head of Administration Department)

Suparmono
(Head of Operational Management
Department)

Rene Nunumete SH, MS

(Head of Operational Control
Department)

Ir Taufik Adiwianto Msc

(Head of Infrastructure Department)

Farida Bau
(Head of Ticketing Department)

Andra Y Agussalam, MBA

(Head of Finance Department)

Source from http://trans.jakarta.go.id

2
 Situational Analysis

- Strength

• Safe and secure

• Cheap and affordable

• Environmental friendly

• Any air condition application

• In focus with destination

- Weakness

• Long queue in transit, at 6 o’clock until 10 o’clock pm in certain transit

• Dirty transits/ stations

• Hot transits

• Undisciplined

• Smelly

• Unfriendly employees

• Have no any toilet in every transit

- Opportunity

• Add music device

• Clean up

• More training for every employees

• Add toilet in every transit

- Threat

• Another public transportation ( Kopaja, Patas, minibus,etc)

3
3

4
 Objective

To increase the positive image of TransJakarta in the target publics (students, teachers,

employees, merchants, housewife) by 25% by the end of December 2008.

5
4

6
 Public

1. Community

o Passenger

o Stock holders

o Contributor

2. Potential employees

= We are training all employees, so they can give the best service to the passenger.

3. Employees

= We will hold meet and greet, in order to between employees and directors or all staff

can minimize the gap, so we have close relation.

4. Supplier and service

o Raw materials

 Galvanic (A kind of metal, mix from zinc and iron)

 Acrylic Glass

o Components

 Electronic board

 Air condition

 Seats

 Handle

o Fuel

 Bio solar and gas

5. Money Market

o Investment

o Stockbrokers

o Pemprov Jakarta

7
 5

6. Distributors

o Transport driver

o Telephone company : +62-21-7228727

7. Consumer

o passenger

8. Opinion leader

- Primary group:

o Governor

o Management

o Employees

- Aspirational groups:

o Passengers

o Citizens (who use the busway)

- Dissociative groups:

o Citizens (who never use the busway)

8
6

9
 Media

1. Print media

• Kompas

Address = Jl. Palmerah Selatan no. 26-28 Jak Sel 10270

Contact = 021-5350377, 5350388 Fax: 021-5360678

Email = sari@kompas.com

= We choose Kompas as print media because Kompas is the best media to promote

transjakarta and to build our image. Kompas have a lot of readers, so we think that

our campaign will have maximum impact.

• Pos Kota

Address = JL Gajah Mada 100

Contact = Tel. (021) 6334702; Fax: (021) 6348968

Email = redaksi@poskota.co.id or iklan@poskota.co.id or cs@poskota.co.id

= We choose Pos Kota, due to this media more achievable for middle class, so target

who we wants to achieve more wide.

Target public:

1. Students

2. Employees

3. Merchants

4. Housewife

5. Teachers

10
 7

2. Broadcast media (Television)

• Empat mata – trans7

Address = Menara Bank Mega Lt.20 Jl.Kapt.P.Tendean Kav.12-14A Jakarta 12790

Indonesia

Contact = Telp.(62-21)79177000 Fax.(62-21)79184684

= We choose empat mata because it has high rating and it have right time for talk show

program on TV. Empat mata is the famous talk show in television. It is reduce our

budget to promote Transjakarta, because our explanation is news worthy.

(Monday 21 January 2008 at 9.30 Pm – 11.00 Pm)

• Public service advertising

= We make attractive animation advertising, in order to easy to communicate with our

target publics.

Target public:

1. Students

2. Employees

3. Merchants

4. Housewife

5. Teachers

11
8

12
3. Broadcast media (Radio)

• Radio elshinta-90.0 FM

Address = Jl. Joglo Raya No. 70, Jakarta 11640

Contact = Tel. 021-5869000; Fax. 021-5859000

Email = redaksi@elshinta.com

Website = www.elshinta.com

= We use public advertising at elshinta radio because it is news radio, it suitable for

us to persuade audience to use transjakarta.

• Prambors-102.2 FM

Address = Ratu Plaza Office Tower lantai 20 - Jl. Jend. Sudirman kav 9 Jakarta

10270

Contact = Tel. (021) 722 3313; Fax. (021) 722 33 50

Email = info@pramborsfm.com

= We want to campaigns to target publics with teenager style. In order to more easy

to catch by target publics

• The time for air = Tuesday 22 January 2008 at 5.30am – 11.00am

Target public:

1. Employees

2. Merchants

3. Teachers

13
 9

4. Other media

• Internet, http://trans.jakarta.go.id (web site) = We use our web site as other media in

this case cyber media, because internet is wide place and it can be update anytime

depends what the new info is. Every audience can read or access appropriate what

they wants and what they need.

• Billboard = We build public service billboard in every centre of Jakarta city due to

people’s behavior of looking at their surroundings. So they will notice about

transjakarta.

Target public:

1. Students

2. Employees

3. Merchants

4. Housewife

5. Teachers

14
10

15
 Budget for media

1. Advertising in print media (Kompas) = Rp 10.000.000.-

2. Operational costs for broadcast media (television) = Rp 1.000.000.-

3. Public advertising in broadcast media (radio) = Rp 5.000.000.-

4. Costs for web site creator = Rp 10.000.000.-

5. Unpredictable costs = Rp 4.000.000.- +

Total = Rp 30.000.000.-

11

16
 Evaluation

1. What the organization has done to minimize the reputation issue?

= We do everything what we can do, so far what we do still under control. We always try

to achieve the better progress, as we can do, because it become long-term impacts.

2. What are the responses from media and public of the organization strategies?

= In our opinion, the biggest responses come from public and the other one come from

the media. So far any good responses and any bad responses too. We try to minimize

what the bad response it is. We hope they appreciate our progress and they give us

good responses for the future.

3. What do you think about their strategies? Is it successful? How do you measure?

= We think their strategies match with planning what they made. And really work, we

think it can be success and have a good response from us.

17
12

18