PROPOSED MARKETING STRATEGY TO ENHANCE BRAND AWARENESS AND SALES FOR PT WISATA MURAH INDONESIA
Tourism is one of the industries most impacted by the COVID-19 pandemic. People's mobility was restricted, resulting in a significant decrease in travel. As the virus recedes, the tourism industry is experiencing a revival, resulting in increased competition. Nevertheless, numerous businesses a...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/76391 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Tourism is one of the industries most impacted by the COVID-19 pandemic. People's mobility was restricted, resulting in a significant decrease in travel. As the virus recedes, the tourism industry is experiencing a revival, resulting in increased competition. Nevertheless, numerous businesses are unable to regain their prepandemic positions. Wisata Murah Indonesia is among the companies facing this situation. According to the exploration of business issues, this was due to the company's lack of brand awareness. This research aims to raise awareness and develop a new marketing strategy for Wisata Murah Indonesia in order to boost revenue.
This research uses two methods of analysis, namely the qualitative method and the quantitative method. Observations and interviews were used as qualitative methods. Observations were made for PESTEL Analysis, Porter 5 Forces, Competitor Analysis and Marketing Mix Analysis. While the interviews with the owner of Wisata Murah Indonesia and 10 respondents in preliminary research were conducted to obtain data on business issues. The quantitative method is used to conduct customer analysis by distributing questionnaires via the internet to people over the age of 18 who enjoy travelling. The quantitative method is used to conduct customer analysis by distributing questionnaires via the internet to people aged 18 – 60 years old who enjoy travelling. The results of the questionnaire were processed using the SmartPLS software.
This research conducted internal and external analysis. The outcomes of the internal and external analysis were then used as the foundation for a SWOT analysis, which was followed by a TOWS analysis and a QSPM analysis to identify possible implementation strategies. The result of this analysis show that to increase brand awareness, companies can do advertising, increasing word of mouth, and also doing social media marketing. This is because these three variables have a positive influence on brand awareness from Wisata Murah Indonesia. In addition, this analysis results in a new business strategy. The strategy to increase revenue at Wisata Murah Indonesia is to create affordable, trend-based special tour packages and to add passport and visa-making services so that customers are attracted by the convenience of travel. Additionally, raise awareness by conducting online and offline promotions. Online promotions include collaborating with influencers and adding new marketing channels, namely TikTok and YouTube. Offline promotion is by making tour packages with special prices or discounts for offline purchases, such as at the Travel Fair. Wisata Murah Indonesia can also improve their brand reputation to increase customer loyalty and potential customers
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