Title : Online and Offline Marketing Using Aida Framework to Increase Consumer Buying Interest (Case Study: Marissa Holiday)

Vol 5 No 9 (2022): Volume 05 Issue 09 September 2022

Article Date Published : 23 September 2022 | Page No.: 3711-3725 | Google Scholar | Crossref doi for this article

Abstract :

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. Combined with TOWS analysis, it resulted in the CRM system Marissa Holiday needed 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 buying interest in Marissa Holiday.

Keywords :

Customer Buying Interest, Marissa Holiday., Offline Marketing, Online Marketing

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Author's Affiliation

   Andrey Augusti Mulyana
School of Business and Management, Institut Teknologi Bandung

   Isti Raafaldini Mirzanti
Master of Business Administration, School and Business Management Institute Technology Bandung

Copyrights & License

Andrey Augusti Mulyana, Isti Raafaldini Mirzanti, 2022

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

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Online and Offline Marketing Using Aida Framework to Increase Consumer Buying Interest (Case Study: Marissa Holiday). Andrey Augusti Mulyana, Isti Raafaldini Mirzanti , 5(9), 3711-3725. Retrieved from https://ijcsrr.org/single-view/?id=7584&pid=7320

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