PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE PURCHASE INTENTION IN ONLINE TRAVEL MARKETPLACE CASE STUDY OF PT HOLAHALO
Nowadays, Indonesia’s tourism industry rapidly grow. The amount of tourist every year, domestic or international, becoming a sign that Indonesia’s tourism sector is already growth. As the industry grow, the speed of technology changes, including online technology, affected consumer behaviour, pa...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/54533 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nowadays, Indonesia’s tourism industry rapidly grow. The amount of tourist every year,
domestic or international, becoming a sign that Indonesia’s tourism sector is already growth.
As the industry grow, the speed of technology changes, including online technology, affected
consumer behaviour, particularly in puchasing service or product online. PT HolaHalo is a
startup that offered service as an Indonesia’s online travel marketplace on the website. But,
consumer purchase intention toward PT HolaHola is relatively low. Accordingly, the
research objectives are to determine factors that trigger potential customer to purchase tour
package with HolaHalo and also to develop digital marketing strategy to increase website
user of PT HolaHalo. The author used the mix method of qualitative and quantitative
research by conducting interview with CEO of PT HolaHalo and spreading online
questionnaire to the respondents, which represent the target market of PT HolaHalo. There
are several analysis that has been conducted in this research. First, external analysis was
conducted using PESTEL, Porter Five Forces, and competitor analysis approach. Also,
consumer analysis is conducted to find out UGC and website content are influencing
emotion, meanwhile emotion and trust affecting purchasing intention. Then, STP analysis,
RBV analysis, VRIO analysis and marketing mix analysis were conducted to find internal
strength and weakness of PT HolaHalo. Furthermore, root causes analysis found that
ineffective promotion, travel agent distrust toward HolaHalo, customer distrust toward
HolaHalo, UGC that does not provoke positive emotion, and website that does not attract
consumers are the root causes of bussiness issue experienced by PT HolaHalo. Then, the
author proposes business solutions alternatives, which is based on the corrective action
toward the root causes of problem. Finally, the author develops digital marketing strategy
that is able to match the solutions and fits for business issue that PT HolaHalo needs to
tackle, i.e., to increase consumer’s purchase intention. |
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