Evaluation of MRT Jakarta Customer Satisfaction with MRT Jakarta Instagram Content
DOI:
https://doi.org/10.33830/communicatio.v1i2.13049Keywords:
Instagram, MRT Jakarta, Konten Digital, Kepuasan PelangganAbstract
This study aims to evaluate the influence of MRT Jakarta’s Instagram content on customer satisfaction. Social media, particularly Instagram, has become a strategic digital communication channel for public transportation companies to build relationships with customers and deliver real-time information. This research employed a descriptive quantitative approach using a survey of 102 respondents who are active MRT Jakarta users and followers of the official Instagram account @mrtjkt. The findings reveal that MRT Jakarta is predominantly utilized on weekdays, with an average of 875.88 passengers compared to 619.60 on weekends. Dukuh Atas BNI Station was identified as the busiest transit hub, serving approximately 30,489 passengers daily, highlighting its strategic role in urban commuting. Most respondents reported using MRT at least five times a week for work, school, or leisure activities. In terms of digital communication, 96% of respondents stated that Instagram content was easy to understand, 99% considered its visuals attractive, and 70% expressed overall satisfaction. Content distribution consists of 40% informative, 25% educational, 20% promotional, and 15% interactive posts. Informative and educational content contributed most to satisfaction, while respondents suggested increasing interactive content to strengthen engagement. These findings support Kotler’s (2007) theory that satisfaction arises when customer perceptions meet or exceed expectations, and align with previous studies (Kurniawati & Rachman, 2021; Meiliana & Erdiansyah, 2020; Anjani & Mahendra, 2023) highlighting the roles of service reliability, brand image, and communication in fostering loyalty. However, delays in updating service information during technical disruptions remain a concern for improvement.This study concludes that strategic, consistent, and interactive Instagram content management not only enhances MRT Jakarta’s positive brand image but also significantly contributes to customer satisfaction and loyalty in public transportation services.
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