IMPLEMENTASI STRATEGI PEMASARAN DIGITAL DALAM UPAYA MENINGKATKAN DAYA SAING PADA TRAVEL HALALHOLIDAYS.ID

TALITHA ANANDA NADINE, . (2025) IMPLEMENTASI STRATEGI PEMASARAN DIGITAL DALAM UPAYA MENINGKATKAN DAYA SAING PADA TRAVEL HALALHOLIDAYS.ID. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meningkatnya intensitas persaingan, ditambah dengan pergeseran perilaku konsumen yang semakin aktif mencari informasi serta melakukan transaksi secara daring, menuntut perusahaan untuk secara maksimal memanfaatkan platform digital. Namun, penerapan strategi digital marketing oleh Halalholidays.id masih menghadapi sejumlah kendala yang menyebabkan rendahnya visibilitas merek dan terbatasnya jangkauan pasar, yang pada akhirnya berpengaruh terhadap posisi bersaing perusahaan di industri. Oleh karena itu, penelitian ini bertujuan untuk menelaah secara mendalam sejauh mana strategi pemasaran digital yang telah dijalankan oleh Halalholidays.id mampu berkontribusi terhadap peningkatan daya saing, serta memberikan rekomendasi strategis guna mengembangkan aktivitas promosi digital yang lebih tepat sasaran. Penelitian ini menggunakan pendekatan kualitatif deskriptif untuk memperoleh pemahaman menyeluruh terkait implementasi strategi pemasaran digital yang dilakukan oleh Halalholidays.id. Berdasarkan hasil penelitian, ditemukan bahwa Halalholidays.id telah menerapkan berbagai strategi pemasaran digital, antara lain optimasi mesin pencari, pemanfaatan platform media sosial, pengelolaan website sebagai sarana utama penyajian produk, serta penerapan konten marketing. Strategi-strategi ini berkontribusi positif terhadap peningkatan visibilitas merek, yang terlihat dari posisi website di peringkat atas hasil pencarian serta peningkatan jumlah pengikut di akun media sosial Instagram. Selain itu, peningkatan visibilitas juga berdampak pada peningkatan penjualan, sebagaimana tercermin dari kenaikan jumlah keberangkatan selama tahun 2023 hingga 2024. Kata Kunci: Digital marketing, Daya Saing, Travel agent ***** The increasing intensity of competition, along with the shift in consumer behavior toward actively seeking information and making transactions online, has pushed companies to maximize the use of digital platforms. However, the implementation of digital marketing strategies by Halalholidays.id still faces several challenges, resulting in low brand visibility and limited market reach, which ultimately affect the company’s competitive position in the industry. Therefore, this study aims to explore in depth the extent to which the digital marketing strategies implemented by Halalholidays.id contribute to enhancing its competitiveness, and to provide strategic recommendations for developing more targeted and effective digital promotion activities. This research employs a descriptive qualitative approach to gain a comprehensive understanding of the implementation of digital marketing strategies carried out by Halalholidays.id. The findings indicate that the company has adopted various digital marketing strategies, including search engine optimization (SEO), the use of social media platforms, website management as the main product display channel, and content marketing tailored to the target audience. These strategies have positively contributed to increased brand visibility, as evidenced by the website’s high ranking on search engine results and the growing number of followers on the company’s Instagram account. Furthermore, improved visibility has also had a positive impact on sales performance, as reflected in the increasing number of tour departures throughout 2023 and 2024. Keyword: Digital marketing, Competitive Advantage, Travel agent

Item Type: Thesis (Sarjana)
Additional Information: 1). Rezka Fedrina, S.ST.Par, M.M. ; 2). Fajar Aditya Nugroho, M.Par.
Subjects: Ilmu Sosial > Pariwisata
Divisions: FIS > D IV Usaha Perjalanan Wisata
Depositing User: Talitha Ananda Nadine .
Date Deposited: 06 Aug 2025 02:12
Last Modified: 06 Aug 2025 02:12
URI: http://repository.unj.ac.id/id/eprint/58174

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