KURNIA, ADE VIA (2023) STRATEGI RELATIONSHIP MARKETING DALAM PEMASARAN PROGRAM PARIWISATA CANTIGI ADVENTURE TRAVELINDO DI MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Marketing tourism programs in the midst of a pandemic is a challenge in itself to get target consumers. Expertise in marketing a product is a gamble in maintaining the viability of agencies engaged in tourism services to obtain an income. In this study, the success of the relationship marketing strategy implemented by Cantigi Adventure Travelindo has succeeded in making Cantigi survive amid the COVID – 19 pandemic conditions so that it is able to restore the company's condition. The purpose of this research is to find out how the relationship marketing strategy is in marketing the Cantigi Adventure Travelindo tourism program during the COVID – 19 pandemic. This research is studied based on the relationship marketing strategy which is measured in the perspective of Trust, Commitment, Communication and Conflict Handling as the basic dimensions of relationship marketing according to Lovelock and Wright and uses a qualitative approach with descriptive research methods. The research results showed that the application of the four relationship marketing components, namely trust, commitment, communication, and conflict handling in the marketing of the Cantigi Adventure Travelindo tourism program during the COVID – 19 pandemic, was able to create relevance to the marketing results expected by the company. This relevance is in the form of repeat orders, word of mouth marketing, and the creation of a good portfolio for the company. Keywords: Relationship Marketing, Marketing Communication, COVID – 19 Pandemic.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pemasaran program pariwisata di tengah pandemi menjadi tantangan tersendiri untuk mendapatkan target konsumen. Keahlian dalam memasarkan sebuah produk menjadi pertaruhan dalam mempertahankan keberlangsungan hidup instansi yang bergerak di bidang pelayanan jasa pariwisata untuk memperoleh sebuah income. Dalam penelitian ini, keberhasilan strategi relationship marketing yang diterapkan oleh Cantigi Adventure Travelindo berhasil membuat Cantigi bertahan di tengah kondisi pandemi COVID – 19 hingga mampu memulihkan keadaan perusahaan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi relationship marketing dalam pemasaran program pariwisata Cantigi Adventure Travelindo di masa pandemi COVID – 19. Penelitian ini dikaji berdasarkan strategi relationship marketing yang diukur pada perspektif Trust, Commitment, Communication dan Conflict Handling sebagai dimensi dasar dari relationship marketing menurut Lovelock and Wright dan menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Hasil penelitian yang didapatkan menunjukkan bahwa penerapan empat komponen relationship marketing yaitu trust, commitment, communication, dan conflict handling dalam pemasaran program pariwisata Cantigi Adventure Travelindo di masa pandemi COVID – 19, mampu menciptakan relevansi pada hasil pemasaran yang diharapkan oleh perusahaan. Relevansi tersebut berwujud repeat order, word of mouth marketing, serta penciptaan portofolio yang baik untuk perusahaan. Kata Kunci: Relationship Marketing, Komunikasi Pemasaran, Pandemi COVID – 19. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Ade Via Kurnia | |||||||||
| Date Deposited: | 27 Jan 2023 09:24 | |||||||||
| Last Modified: | 27 Jan 2023 09:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/20300 |
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