Beyond Branding: Naming Rights As Public-Private Synergy In Jakarta Mrt’s Marketing Strategy
DOI:
https://doi.org/10.37385/msej.v6i4.8496Keywords:
Marketing Government, Naming Rights, Innovation, Public Transport, MRT JakartaAbstract
This article analyzes the implementation of marketing government in the naming rights scheme of Jakarta MRT stations as an innovative strategy for financing public services. This study used a qualitative case study approach through observation, interviews, and social media metadata analysis. Findings indicate that Jakarta MRT has systematically implemented six stages of t marketing government, from product design to message delivery, to achieve synergy between commercial objectives and public service. Analysis reveals public engagement in responding to partner brands, station locations, and consumption activities, reflecting both acceptance and critical attitudes toward the commercialization of public space. Although the marketing government strategy is generally considered successful, challenges remain in balancing commercial visibility with participatory and social values. This study emphasizes the importance of continuous evaluation in marketing government practices to strengthen the legitimacy and effectiveness of sustainable public services.
References
Ahuja, V., & Shakeel, M. (2017). Twitter Presence of Jet Airways-Deriving Customer Insights Using Netnography and Wordclouds. Procedia Computer Science, 122, 17–24. https://doi.org/10.1016/j.procs.2017.11.336
Anholt, S. (2006). Public diplomacy and place branding: Where’s the link? Place Branding, 2(4), 271–275. https://doi.org/10.1057/palgrave.pb.6000040
Bozeman, B., & Bretschneider, S. (1986). Public Management Information Systems: Theory and Prescription. Public Administration Review, 46, 475. https://doi.org/10.2307/975569
Bryson, J. M., Crosby, B. C., & Bloomberg, L. (2014). Public Value Governance: Moving Beyond Traditional Public Administration and the New Public Management. Public Administration Review, 74(4), 445–456. https://doi.org/10.1111/puar.12238
Burstein, P. (2003). The Impact of Public Opinion on Public Policy: A Review and an Agenda. Political Research Quarterly, 56(1), 29. https://doi.org/10.2307/3219881
Cervero, R., Ferrell, C., & Murphy, S. (2002). Transit Cooperative Research Program Sponsored by the Federal Transit Administration Transit-Oriented Development and Joint Development in the United States: A Literature Review.
Chen, H., Chiang, R. H. L., & Storey, V. C. (2012). Business Intelligence and Analytics: From Big Data to Big Impact (Vol. 36, Issue 4).
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37. https://doi.org/10.2307/1251915
Elsa Catriana, & Erlangga Djumena. (2025, January 23). Harga “Naming Rights” Stasiun MRT Jakarta Mahal? Ini Kata Manajemen. https://money.kompas.com/read/2025/01/23/173626326/harga-naming-rights-stasiun-mrt-jakarta-mahal-ini-kata-manajemen
Gelders, D., & Van De Walle, S. (2005). Marketing government reforms. Journal of Nonprofit and Public Sector Marketing, 14(1–2), 151–168. https://doi.org/10.1300/J054v14n01_09
Higgins, C. D., & Kanaroglou, P. S. (2016). Forty years of modelling rapid transit’s land value uplift in North America: moving beyond the tip of the iceberg. Transport Reviews, 36(5), 610–634. https://doi.org/10.1080/01441647.2016.1174748
Hilda B Alexander. (2019, November 20). Disebut Berulang-ulang, Berapa Harga “Naming Rights” Lebak Bulus Grab? https://properti.kompas.com/read/2019/11/20/121859021/disebut-berulang-ulang-berapa-harga-naming-rights-lebak-bulus-grab
Iqbal Dwi Purnama. (2024, May 16). MRT Ungkap Penjualan Hak Penamaan Stasiun Berkontribusi 30 Persen Terhadap Pendapatan Tahunan. https://www.idxchannel.com/economics/mrt-ungkap-penjualan-hak-penamaan-stasiun-berkontribusi-30-persen-terhadap-pendapatan-tahunan
John Creswell. (2018). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. SAGE Publications, Inc.
Laudon, K. C. ., & Traver, C. Guercio. (2017). E-commerce?: business, technology, society. Pearson.
Lees-Marshment, J. (2001). The Marriage of Politics and Marketing In Defence of Political Science: Time for a New Lesson on Political Marketing. In POLITICAL STUDIES (Vol. 49).
Light, D. (2014). Tourism and toponymy: commodifying and consuming place names. Tourism Geographies, 16(1), 141–156. https://doi.org/10.1080/14616688.2013.868031
Lim, S. T. G., & Perono Cacciafoco, F. (2023). Naming public transport and historicising experiences: Critical toponymies and everyday multilingualism in Singapore’s mass rapid transit system. Urban Studies, 60(15), 3045–3060. https://doi.org/10.1177/00420980221109101
Maurya, C. G., & Jha, S. K. (2024). Sentiment Analysis: A Hybrid Approach on Twitter Data. Procedia Computer Science, 235, 990–999. https://doi.org/10.1016/j.procs.2024.04.094
Mela Syaharani. (2025, January 16). Kopi Tuku Beli Hak Penamaan Stasiun MRT Cipete Raya. https://katadata.co.id/berita/industri/6788d36ea8692/kopi-tuku-beli-hak-penamaan-stasiun-mrt-cipete-raya
Molina, J. R. (2006). Public Spaces or Private Places?
MRT Jakarta. (2025). Laporan Tahunan MRT Jakarta 2024.
Nasrullah. (2021). Tiga Bisnis Nontiket MRT Jakarta. https://jakartamrt.co.id/id/info-terkini/tiga-bisnis-nontiket-mrt-jakarta
Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 10(5), 34–45. https://doi.org/10.20525/ijrbs.v10i5.1314
Olshannikova, E., Pirkkalainen, H., Olsson, T., & Huhtamäki, J. (2022). What Supports Serendipity on Twitter? Online Survey on the Role of Technology Characteristics and Their Use. Proceedings of the 25th International Academic Mindtrek Conference, 89–101. https://doi.org/10.1145/3569219.3569346
Osborne, S. P., Radnor, Z., & Nasi, G. (2013). A New Theory for Public Service Management? Toward a (Public) Service-Dominant Approach. The American Review of Public Administration, 43(2), 135–158. https://doi.org/10.1177/0275074012466935
Philip Kotler, & Nancy Lee. (2007). Marketing in the Public Sector: A Roadmap for Improved Performance. Pearson Education, Inc.
Robert K. Yin. (2018). Case Study Research and Applications: Design and Methods (6th Edition). Sage.
Rose-Redwood, R., Vuolteenaho, J., Young, C., & Light, D. (2019). Naming rights, place branding, and the tumultuous cultural landscapes of neoliberal urbanism. In Urban Geography (Vol. 40, Issue 6, pp. 747–761). Routledge. https://doi.org/10.1080/02723638.2019.1621125
Serrat, O. (2010). Marketing in the Public Sector.
Vinicio Orellana Bueno, D., Javier Pérez Jara, P., & Ecuador, C. (2024). Marketing applications in the public sector. A systematic review Aplicaciones del Marketing en el sector público. Una revisión sistemática. 8. http://journalbusinesses.com/index.php/revista
World Bank. (2023). Innovative Revenues for Infrastructure Commercial Value Capture.
Template
