In the Age of Algorithms, Recommendations from Friends and Family Remain Powerful in Introducing Access by KAI
In the midst of algorithms increasingly determining what information appears on people’s screens, conversations with those closest to us continue to hold strong influence. PT Kereta Api Indonesia (Persero)’s Customer Satisfaction Survey for the first half of 2026, conducted by MarkPlus, found that friends and family were the main sources of awareness of Access by KAI among respondents who had not purchased tickets through the application.
The survey involved 3,160 respondents across nine KAI Operational Areas and four Regional Divisions using face-to-face interviews. The respondents were users of KAI services who had used its services at least twice in the past six months and were involved in making decisions when purchasing train tickets.
Of the 1,028 respondents who did not purchase tickets through Access by KAI, 66.1% or 680 respondents were already aware of Access by KAI. Among those who were familiar with the application, 59.6% cited friends and 59.6% cited family as sources of information about Access by KAI.
Vice President of Corporate Communication KAI Anne Purba said the findings provide an interesting perspective on how digital services become known to the public.
“Algorithms help information reach many people, while trust often grows through conversation. When experiences or information about a service are shared with family and friends, technology becomes closer to everyday life,” said Anne.
The pattern also shows a shift compared with the previous survey period. MarkPlus’ analysis noted that in the first half of 2026, friends and family became more prominent sources of awareness for Access by KAI, while social media played a larger role as a source of awareness in the previous period.
In addition to friends and family, other sources of information about Access by KAI among the respondents included KAI station staff at 31.2%, social media at 25.3%, digital advertising at 24.1%, the Play Store/App Store at 18.1%, and information received when purchasing tickets through other channels at 12.8%.
Anne explained that the survey results illustrate how customer communication today takes place through multiple channels. Digital information can reach a wide audience, while personal interactions provide opportunities for information to be shared within close social circles.
“For KAI, data like this is important for understanding how information travels. Clear, relevant, and easy-to-understand messages have a greater chance of being passed on from one person to another,” said Anne.
The strength of personal recommendations goes hand in hand with the high use of digital media. In the same survey, 76.2% of respondents used Instagram to obtain general information, while 64.5% used Instagram to search for information about railways. Meanwhile, 56.7% of respondents considered Instagram a suitable platform for KAI to deliver information. The media analysis was based on 2,730 non-LRT and non-PSO respondents in the first half of 2026.
According to Anne, this combination shows that customer communication patterns are becoming increasingly layered. Information may begin with a digital post and later develop into conversations at home, in the workplace, or among friends.
“Technology provides speed, while experience gives people a reason to share their stories. KAI will continue to strengthen service quality and communication so that every digital interaction remains relevant, easy to understand, and beneficial for customers,” said Anne.
Access by KAI itself has been developed as part of KAI’s digital travel ecosystem. The application supports customer needs ranging from ticket booking, schedule changes, and cancellations to features such as Trip Planner, Female Seat Map, hotel reservations, Railfood, and Live Tracking.
Anne said that changes in customer behavior serve as one of the inputs for KAI in developing communication and services based on user needs.
“In the age of algorithms, human connections continue to hold a strong place. KAI wants technology to make journeys easier while also delivering experiences that people can trust and share with those closest to them,” Anne concluded.
VP Corporate Communication KAI