MAXIMIZING INTERNET MARKETING CHANNELS TO BOOST BRAND AWARENESS & PURCHASE DECISION (CASE STUDY: ASTON IMPERIAL BEKASI HOTEL & CONFERENCE CENTER)

• Main Author: Augusta Wulandari P., Marsya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68224
• Institution: Institut Teknologi Bandung

The year 2020 - 2021 is a tough year for entrepreneurs and employees engaged in tourism, tour & travel, hotels, and restaurants due to the arrival of the COVID-19 virus. Unable to travel or experience, these entrepreneurs must leverage the internet to help spread product awareness and purchasing decisions. The increasingly sophisticated digital world is unavoidable. Where internet users are increasing from year to year. So that almost every company starts changing their marketing channels from offline to online. ASTON Imperial Bekasi Hotel & Conference Center also does the same thing so that brand awareness and purchasing decisions are higher by using internet marketing channels. The role of Online Travel Agents (OTA), social media, review sites, email and hotel websites cannot be avoided as a determining factor in the spread of brand awareness and decisions in purchasing a product or service from a hotel. In this study, we will discuss the effectiveness of internet marketing channels to increase brand awareness and purchase decisions as well as marketing steps that can be taken to increase brand awareness and purchase decisions at ASTON Imperial Bekasi Hotel & Conference Center. Where this internet marketing channel will be divided into 2 parts, namely above the line marketing and below the line marketing. To get the effectiveness of internet marketing channels, the author uses PAR (purchase action ratio) and BAR (brand advocacy ratio) based on the theory from the book Marketing 4.0 by Kotler, Kartajaya, Setiawan (2017). When doing marketing steps, writing answers according to 5A analysts (Aware, Appeal, Ask, Act, Advocate). The author will also provide an implementation plan for the ASTON Imperial Bekasi Hotel & Conference Center.