DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND TRUST OF CUSTOMER OF ALL TOUR AND TRAVEL

• Main Author: Kurnia, Alfin
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41146
• Institution: Institut Teknologi Bandung

It is undeniable that Umrah and Hajj pilgrimage in Indonesia continues to increase every year. This condition makes the business of Umrah and Hajj travel agencies widespread in Indonesia. All Tour and Travel (ATT) is one of the new travel companies that serve Umrah and Hajj. The company has been in business for two years and is still trying to achieve profits. There are several problems faced by ATT, ATT is still having difficulty getting more Umrah / Hajj customers, this is due to brand awareness and trust from customers who are lacking in a new travel. As we know lately, in Indonesia, there are major problems with Umrah / Hajj trips specially involving fraud against their customers. This problem has a major negative impact on other Umrah / Hajj travel companies, especially for newcomers such as ATT. Many companies, especially the Umrah and Hajj travel company, are now utilizing digital technology for finding prospective target markets. By utilizing digital marketing, it is expected that ATT can overcome the problems faced, namely increasing brand awareness and customer trust. However, without the right and effective digital marketing plan the business is not necessarily able to survive. The main objective of this research is to increase brand awareness and customer trust by determining the root causes of problems faced by ATT, obtaining information and insights on the market, and formulating and implementing the best and appropriate digital marketing strategies to address corporate problems. This research uses literature studies as a reference, supported by data obtained from questionnaire and interview. This research uses several analytical tools to examine the internal conditions of the company, the analysis tools used are: Digital Marketing, Marketing Mix, STP Analysis. Internal analysis is carried out to determine the conditions carried out by the company. Then to find out the conditions outside the company, the analytical tools used are: PEST Analysis, Industry Analysis, Consumer Analysis, and Competitor Analysis. Continued using SWOT analysis to find out business conditions and determine the flow of the cause of the problem using the Root Cause Analysis diagram. From the results of the research, there can be four causes that cause ATT problems arise. The four causes of the problem are: Lack of awareness of brand and ATT product knowledge, not optimal use of digital platforms, not optimal use of social media, and lack of content marketing communication. The solution to this research uses TOWS Analysis, to identify problems and formulate strategies to solve the problem. The implementation of strategies to solve these problems is the first to optimize the digital marketing platform which includes website redesign, optimization of SEO and SEM, optimization of social media, email marketing. Then the second is to increase brand awareness through social media content, photos, videos and collect testimonials. Next, to determine the priority of the implementation of the strategy is carried out using the urgency analysis of the Situation Appraisal Kepner-Tregoe Approach.