Institusion
Politeknik Pariwisata NHI Bandung
Author
CLAUDIA ANGELITA, YAHYA
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-15 08:00:07
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.