A Marketing Communication Approach for Website and Mobile App of Garuda Indonesia

• Main Author: Cahyaningrum 29116088, Yuliawati
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31818
• Institution: Institut Teknologi Bandung

Marketing communication is the key of how a company deliver an information to the customers which <br /> <br /> consist of advertising, direct marketing, sales promotion, personal selling, also public relations and <br /> <br /> publicity. These marketing communication should be selected based on the effectiveness and impact. <br /> <br /> Many companies failed to interpret the marketing communication by doing all of these activities in order <br /> <br /> to increase its sales including PT. Garuda Indonesia (Persero) Tbk. Garuda Indonesia is a full service <br /> <br /> carrier based on Indonesia which provides a premium service and an excellent experience. In the <br /> <br /> development of technology and innovation, competition in the travel and tourism industry become more <br /> <br /> competitive even with company’s indirect channel namely OTA (Online Travel Agent). The contribution <br /> <br /> of passanger’s revenue from Garuda Indonesia website and mobile app are much lower than the OTA. It <br /> <br /> happened because customer prefer to use OTA in order to reserve a flight ticket. OTA become powerful <br /> <br /> and efficient by making the journey of flight booking system easier. Of course it makes Garuda Indonesia <br /> <br /> spend a lot of money for OTA’s commissions. <br /> <br /> This research aims to analyze and describe the effectiveness of Garuda Indonesia marketing <br /> <br /> communication, and finally recommendation will be given based on the analysis. Survey is used to <br /> <br /> gathered data about customer insight and interview with Garuda Indonesia employees also conducted by <br /> <br /> researcher to analyze the internal condition. By using TOWS matrix, found that there is a gap between <br /> <br /> existing marketing communication with social media usage, source of information about website and <br /> <br /> mobile app, also the target market. In addition, awareness level of Garuda Indonesia mobile app is low. <br /> <br /> The problems indicate that marketing communications conducted by Garuda Indonesia were not fully <br /> <br /> integrated. <br /> <br /> TOWS matrix also provides the best recommendation for Garuda Indonesia. Garuda Indonesia should <br /> <br /> focus on two channels namely advertising and sales promotion because based on the analysis only these <br /> <br /> channels give a great impact to the website and mobile app sales. In the advertising, only Facebook, <br /> <br /> Instagram, YouTube, and Billboard should be maximized by Garuda Indonesia. TV Commercial about <br /> <br /> mobile app and the sales promotion also should be improved by Garuda Indonesia. Adding some <br /> <br /> occasional promotion and make an attractive TVC, then communicate it in an integrated way. <br /> <br /> While some ineffective marketing communications such collaboration with several bank in Indonesia <br /> <br /> which provide 0% installment should be emliminate because the program only for bank’s customer and <br /> <br /> limited to the credit card holder. By optimizing only on several marketing communications, it can help <br /> <br /> Garuda Indonesia to increase awareness of the mobile app, attract more customer to use its website and <br /> <br /> mobile app, reduce marketing costs, and it is expected to increase sales from both of direct channels.