ONLINE AND OFFLINE MARKETING USING AIDA FRAMEWORK TO INCREASE CONSUMER BUYING INTEREST (CASE STUDY: PT MARISSA HOLIDAY)

• Main Author: Augusti Mulyana, Andrey
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70175
• Institution: Institut Teknologi Bandung

The tourism sector is one of the sectors that contributes to national GDP, foreign exchange, and employment in Indonesia. One of the reasons for the decline in the achievement of the national tourism sector in 2019 was the Covid-19 pandemic. The implementation of emergency Community Activity Restrictions (PPKM) is increasing weighing the burden on business actors in the travel business segment. The marketing strategy used by Marissa Holiday at this time is to do online and offline marketing. However, in practice the online and offline marketing that is being carried out is still not running effectively. with analysis based on online marketing and offline marketing, generate recommendations that Marissa Holiday needs to maintain good relationships with existing customers and create opportunities for new customers. Combined online and offline marketing is also highly recommended to create opportunities in new markets such as in educational institutions for travel service providers. This study uses quantitative methods with a sample of 216 respondents. The results of this study showed that offline and online marketing had a partial and significant effect on increasing consumer buying interest in Marissa Holiday.