Hidayat, Ahmad Afif (2022) Strategi Marketing Public Relations PT. Airlangga Global Traveling dalam Mempertahankan Eksistensi Perusahaan di Masa Pandemi Covid-19. (Public Relations Marketing Strategy PT. Airlangga Global Traveling in Maintaining The Existence of The Company in The Time of The Covid-19 Pandemic). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
With the increasingly fierce competition in the tourism industry and the outbreak of the COVID-19 pandemic in Indonesia, it requires companies to continue to make improvements, innovations, and maintain consumer loyalty. This study discusses the efforts made by marketing public relations at PT. Airlangga Global Traveling in an effort to maintain the company's existence during the COVID-19 pandemic. The method used in this research is exploratory qualitative. The data collection techniques used were in-depth interviews, observation with direct field observations, and documentaries. The results of this study, to maintain the company's existence during the COVID-19 pandemic, PT. Airlangga Global Traveling applies all stages of Public Relations Relationship Management theory, namely Research (research) in the form of looking for factual data, Planning (planning) in the form of designing activities and budgets, Action and Communication (action and communication) in the form of technical meetings and implementation of activities, Evaluation (evaluation) in the form of performance evaluation and initiative. PT. Airlangga Global Traveling also implemented 4 promotion mixes out of 8 promotion mixes, including sales promotion, personal selling, direct marketing, and word of mouth. In addition, PT. Airlangga Global Traveling also applies the Three Ways Strategy, namely pull strategy, push strategy, and pass strategy. Keywords: Strategy, Marketing Public Relations, Public Relations Management, Promotion Mix, Three Ways Strategy
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Strategy, Marketing Public Relations, Public Relations Management, Promotion Mix, Three Ways Strategy |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151700190 Ahmad Afif Hidayat |
| Date Deposited: | 06 Oct 2022 02:23 |
| Last Modified: | 17 Nov 2022 06:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/16448 |
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