THE ROLE OF HUMAN RESOURCES AND MARKETING STRATEGIES IN ENHANCING CONSUMER EXPERIENCE: A CASE STUDY OF WHOOSH HIGH-SPEED RAIL SERVICE IN INDONESIA

Abstract

This study explores the interplay between marketing strategies, human resource performance, and consumer behavior in the use of the Whoosh high-speed rail service in Indonesia. The research employs a qualitative approach supported by secondary data and a limited primary survey among early users of the service. Whoosh’s marketing initiatives include dynamic pricing, strategic collaborations with tourism and culinary destinations, and accessible multi-channel ticket purchasing. From a human resource management perspective, the quality of front-line service personnel such as responsiveness, communication, and professionalism plays a critical role in shaping customer satisfaction. Findings indicate that consumers are drawn to the service for its efficiency, convenience, punctuality, and positive user experience, influenced not only by marketing efforts but also by the competence of its service staff. The study highlights the importance of integrating human capital development with strategic marketing to enhance user trust, service loyalty, and long-term adoption. The implications support the need for continued investment in HR training and customer experience management to sustain service excellence in modern transportation systems.