DEVELOPMENT OF DIGITAL MARKETING STRATEGY TO INCREASE SALES (CASE STUDY: PT. ARIE TOUR AND TRAVEL)

• Main Author: Purnama, Arie
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53575
• Institution: Institut Teknologi Bandung

Spiritual tourism though factually is not a new phenomenon, but a perspective in the perspective of sociology of religion gets its place, especially when tourism becomes a global trend of religious consumerism. The study also found that price is the most important ingredient in increasing consumer confidence. This research describes the problems faced by PT. Arie Tour and Travel is sales declining, and reviewing the views of potential customers regarding consumer behaviour towards digital marketing. The author identifies the marketing strategy that is expected by the target market and to create a digital marketing strategy for PT. Arie Tour and Travel. In the research flow used is Digital Marketing, STP, Marketing Mix, Resource Based View, Porter Value Chain, and VRIO Analysis for internal analysis. And for external analysis, using the PEST Analysis framework, Competitor Analysis, Porter Value Chain, and Consumer Analysis. Data collection divided into two aspects which is primary and secondary data, primary data doing with survey by spreading questionnaire to 110 respondents, and interview with several internal company include manager. Based on the research results, some details from the study conducted by the authors have been identified. First of all, the most commonly used social media is Instagram. Second, almost everyone uses a smartphone to access social media, and third, it also shows that product names are attractive promotional material, according to the report. Finally, this study also found that price is the most important ingredient in increasing consumer confidence. From the conclusion of the market analysis above, this research will focus on Instagram, especially as a promotional media.