Title : Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

Vol 7 No 2 (2024): Volume 07 Issue 02 February 2024

Article Date Published : 24 February 2024 | Page No.: 1339-1348 | Google Scholar | Crossref doi for this article

Abstract :

This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.

Keywords :

Content Marketing, Digital Marketing Strategy, Fish Bone Analysis, Marketing Strategy, umrah tourism, Value Proposition Canvas

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Author's Affiliation

   Fauzan Alfathan
School of Business and Management, Institut Teknologi Bandung, Indonesia

   Asnan Furinto
Binus Business School, Bina Nusantara University

   Yuanita Handayati
School of Business and Management, Institut Teknologi Bandung, Indonesia

Copyrights & License

Fauzan Alfathan, Asnan Furinto, Yuanita Handayati, 2024

This work is licenced under a Creative Commons Attribution 4.0 International License.

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Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company. Fauzan Alfathan, Asnan Furinto, Yuanita Handayati , 7(2), 1339-1348. Retrieved from https://ijcsrr.org/single-view/?id=15125&pid=14892

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