JUNAEDI, AMIN (2023) STRATEGI KOMUNIKASI PEMASARAN AIRLANGGA TRAVEL DALAM MEMBANGUN KEPERCAYAAN TERHADAP KONSUMEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Traveling has become a lifestyle for modern society today. The number of travel agencies makes these entrepreneurs need an appropriate communication strategy in order to survive and create customer loyalty. This study aims to determine the marketing communication activities carried out by Airlanga Travel, the inhibiting factors of Airlangga Travel's marketing communications in achieving customer loyalty. The research uses IMC (Integrated Marketing Communication) theory to discuss the marketing communication strategy by Airlangga Travel. The research method uses a qualitative approach which is carried out through in-depth interviews with several informants. The results showed that Airlangga Travel's marketing communication strategy was carried out online and offline. Online marketing communication by utilizing Instagram social media, through paid promotion in several accounts, Instagram and Facebook ads, hiring content creators, and cooperating with brand ambassadors. Meanwhile, communication is carried out door to door, directly to the target agency or institution, and changing the company name (rebranding).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Melakukan perjalanan telah jadi gaya hidup masyarakat modern sekarang. Banyaknya travel agent membuat para pengusaha tersebut memerlukan sebuah strategi komunikasi yang tepat supaya bisa bertahan dan membentuk kepercayaan. Studi ini tujuannya guna mencari tahu aktivitas komunikasi pemasaran yang dilaksanakan Airlanga Travel, faktor penghambat komunikasi pemasaran Airlangga Travel dalam membangun kepercayaan terhadap konsumen. Penelitian menggunakan teori IMC (Integrated Marketing Communication) untuk membahas strategi komunikasi pemasaran oleh Airlangga Travel. Metode penelitian menggunakan pendekatan kualitatif yang dilakukan melalui wawancara mendalam pada beberapa informan. Hasil penelitian menunjukan strategi komunikasi pemasaran oleh Airlangga Travel dilaksanakan kegiatan markering. Komunikasi pemasaran ini memanfaatkan sosial media instagram, melalui paid promote di beberapa akun, instagram dan faccebook ads, menghire content creator, serta menggandeng brand ambassador. Sedangkan komunikasi pemasaran secara langsung door to door, terjun langsung ke instansi atau lembaga yang menjadi target, serta merubah nama perusahaan (rebranding). | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | S.Ikom Amin Junaedi | |||||||||
| Date Deposited: | 11 Apr 2023 09:28 | |||||||||
| Last Modified: | 11 Apr 2023 09:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23153 |
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