Digital Marketing Communication Strategies for Enhancing Brand Awareness and Adoption of Digital-Based Public Transportation Services in Indonesia

Abstract

Digital transformation has reshaped public transportation marketing by connecting communication, brand awareness, trust, and digital service adoption. This study aims to analyze digital marketing communication strategies in increasing brand awareness and encouraging digital adoption among public transportation users in Indonesia. A qualitative descriptive approach was employed using secondary data from scientific journals, government documents, transportation operator publications, and digital documentation published during 2022–2026. The research examined Teman Bus, Jakarta LRT, and intercity bus operators, focusing on Instagram, TikTok, and YouTube. The data were analyzed through qualitative descriptive analysis, content analysis, and comparative analysis. The findings indicate that digital communication functions not only as a promotional tool but also as an educational and trust-building mechanism throughout the customer journey. Teman Bus emphasizes education and behavioral change, Jakarta LRT focuses on modern and sustainable positioning, while intercity bus operators emphasize information and transaction conversion. However, digital adoption remains constrained by unclear benefits, perceived complexity, lack of trust, negative eWOM, conventional habits, inconsistent information, and lengthy booking processes. Therefore, effective digital marketing communication should adopt a full-funnel strategy that connects awareness with information seeking, trust, booking, actual use, and repeat use.