PROPOSED INFLUENCER MARKETING STRATEGY USING YOUTUBE FOR PROMOTION (CASE STUDY: KERTAJATI INTERNATIONAL AIRPORT)

• Main Author: Kusuma Ning Dewi, Ayu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33033
• Institution: Institut Teknologi Bandung

Kertajati International Airport is an airport located 68 KM from Bandung, located in Majalengka, West Java. Kertajati International Airport was established by West Java Government and managed by PT. Bandarudara International West Java (PT. BIJB). At present, the number of Kertajati International Airport visitors are still low. This conditiom can be caused by many factors. One of the factors indicated to be the cause is PT. BIJB’s promotional activities of Kertajati International Airport has not been optimal. Promotional activities that have not been optimal from PT. BIJB is proven by a survey in the form of a questionnaire. From the results of the questionnaire distributed as many as 100 people, it was found that 56% of respondents did not know this airport. The majority of respondents does not know of social media from PT. BIJB, never read the news or saw an advertisement about Kertajati International Airport, does not know the website of PT. BIJB, and does not know/has never participated in an event held by PT. BIJB. According to Katadata and We Are Social (2018), YouTube is the most popular social media platform in Indonesia. Business solution in this study uses a framework called the 5-Step Influencer Marketing Action Plan. This framework consists of Define Online Audiences, Discover The Right Influencers, Monitor Influencers for Opportunities, Take Action and Engage, and Measure Result. In the first stage, the target audience is analyzed. In the second stage, the right influencers to promote Kertajati International Airport through YouTube are determined. The result of the survey shows that Raditya Dika is a favorite YouTube Influencer, with a percentage of 38%. In the third stage, an analysis is carried out on whether the contents of the selected influencers are suitable for promoting Kertajati International Airport. In the fourth stage, the right alternative contents are proposed to promote Kertajati International Airport. In the fifth stage, the effectiveness of the Influencer Marketing strategy is measured. To implement a business solution in this study, an implementation plan was created from Influencer Marketing using YouTube using Raditya Dika as YouTube Influencer. This design consists of 6 videos with 6-8 stages for each video, as well as a financial plan with an estimated total cost of IDR 870,000,000.