PELAKSANAAN BAURAN KOMUNIKASI PEMASARAN DI MYTOURS JAKARTA

CLAUDIA ANGELITA, YAHYA (2022) PELAKSANAAN BAURAN KOMUNIKASI PEMASARAN DI MYTOURS JAKARTA. D4 thesis, Poltekpar NHI Bandung.

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Abstract

This research analyze the marketing communication activities carried out by Mytours in increasing flight ticket sales during the Covid-19 pandemic. Marketing communication is carried out to convey information, persuade, and remind consumers about the services and products offered. The research uses the concept of 8 forms of marketing communication mix, namely advertising, sales promotion, events & experiences, public relations & publicity, online & social media marketing, mobile marketing, direct & database marketing, and personal selling . This type of research is descriptive with a qualitative approach. Data collection techniques used are interviews, observation, documentation, and literature study. There are seven informants in this study, namely the main director, corporate sales, marketing communications, two persons ticketing and two Mytours Jakarta consumers. The results of this study indicate that the marketing communication mix activities that have been carried out by Mytours during the pandemic in increasing their flight ticket sales are: advertising, sales promotion, public relations & publicity, online & social media marketing, as well as personal selling . It was also found that activities personal selling become a marketing communication that has the most dominant role in the level of air ticket sales on Mytours. Based on the results of the study, there are three recommendations given, namely on the dimensions of advertising, online and social media marketing, and direct marketing which is expected to be useful in maintaining and increasing flight ticket sales on Mytours in the future.

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