PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND PURCHASE INTENTION FOR INDONESIA TOURISM BUSINESS STARTUP (CASE OF PT. ATOURIN TEKNOLOGI NUSANTARA)

• Main Author: Aulia Nur Setiawan, Nisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87218
• Institution: Institut Teknologi Bandung

Indonesia’s tourism has great potential for economic growth, driven by natural and cultural treasures, such as Desa Wisata, which offer authentic experiences. The COVID-19 pandemic has had a significant impact on the global tourism industry, including Indonesia, where the shift in people’s behavior towards digital, especially in finding information and planning trips, has driven the adoption of digital platforms in the tourism sector. The Ministry of Tourism and Creative Economy also supports this development through various initiatives to digitize national tourist destinations. As one of the players in this industry, PT Atourin Teknologi Nusantara (Atourin) is committed to introducing the beauty of Indonesia, especially the attractions of Desa Wisata. However, Atourin faces challenges in raising brand awareness and attracting tourists to use its services, which offer a variety of local attractions. This research aims to identify Atourin’s target market, explore the factors influencing brand awareness and purchase intention, and propose effective marketing strategies to improve Atourin’s existence. To achieve the research objectives, a mixed methodology approach using qualitative and quantitative approaches, combining interviews with internal company parties and distributing questionnaires to gain insight from potential customers, was carried out. The data collected will be analyzed using clustering techniques to group potential customers based on their characteristics and needs. Then, a SWOT analysis based on internal and external findings will be conducted to understand the company’s core capabilities. The analysis results will be integrated with the TOWS and Ansoff matrix to formulate an effective marketing strategy. Based on the findings, it is known that Atourin, as a technology-based startup in the tourism industry, certainly has strengths in tourism technology and knowledge. Unfortunately, the level of awareness of the Atourin brand in the local tourist market is still low, this study recommends a marketing strategy of market penetration that focuses on increasing market share with existing products in existing markets through the use of social media, increasing customer retention through loyalty programs and strategic collaborations to strengthen Atourin’s market position and drive business growth in Indonesia’s digital tourism industry.