RE-POSITIONING MARKETING STRATEGY OF SOUTH KOREAN BASED - INDONESIAN TRAVEL BRAND TO NAVIGATE BUSINESS DURING THE CHALLENGING PANDEMIC SITUATION

• Main Author: Mansyur, Ade
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63459
• Institution: Institut Teknologi Bandung

The pandemic of COVID19 has brought tremendous impact to the travel industry strategy. As the travel ban continues to be implemented across the international border, travel agents are starting to lose customers. This pushes travel businesses, such as Ade Travel Ticket, to find a way to survive by adapting their marketing strategy. In addition, previous studies show that merging strategies with a customer commitment to the brand is crucial for the long-term loyalty of customers. Thus, this study is trying to elaborate on Ade Travel Tickets’ positioning strategy and brand to tackle these important issues. In achieving the objectives, the study employs analytical tools and survey-based methods to investigate the travel agency customers as samples and analyze them in terms of descriptive statistics. It employs the PEST, 5 Cs, and 7 Ps framework to arrive at the findings. The learnings suggest that a push strategy is needed along with building a brand community. For the most part, the range of ticket selling prices in Ade Travel Ticket varies. Study: The travel industry can gain clients' trust and improve loyalty programs to keep them buying plane tickets. A study suggests merging the model with a customer commitment to the brand as representativeness. The primary target market may be used by the client, who is primarily male in this respondent. Push strategy involves promotional actions for distributors, wholesalers, and retailers to get the product in front of customers. Marketing-driven marketing includes advertising, email marketing, word of mouth, and social media. Daegu is one of South Korea's busiest cities. There are 79.30% of respondent’s male, with the average age of respondents being approximately 30-35 years for 39.31% and 25-30 years for 30.06%. For the price strategy of marketing airline tickets, the ability to buy plane tickets from respondents is 400,000 - 700,000Won per year with a percentage of 80.35%. The big hope of this case study is to re-establish customer trust in the brand product sales with a relationship of brand image, customer loyalty, and positive customer satisfaction by means of a continuous program with the brand community.