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All Journal Jurnal Master Pariwisata (JUMPA) JURNAL KEPARIWISATAAN Tourism Reserch Journal Jurnal Kepariwisataan Jurnal Bisnis Hospitaliti Jurnal Pengabdian Kepada Masyarakat MAKARDHI
Ni Putu Evi Wijayanti
Politeknik Pariwisata Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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Journal : Tourism Reserch Journal

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Implementation of Integrated Marketing Communication on Low Cost Carrier Airlines in the New Normal Era (Qualitative Descriptive Study at PT Citilink Indonesia Branch Office Denpasar) Ni Putu Candra Cristina; Putu Gde Arie Yudhistira; Ni Putu Evi Wijayanti
Jurnal Penelitian Pariwisata Vol 6 No 1 (2022): (TRJ) Tourism Research Journal
Publisher : Sekolah Tinggi Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v6i1.128

Abstract

This study aimed to determine how the implementation of integrated marketing communications at PT Citilink Indonesia Denpasar Branch Office as a low-cost airline in the new normal era. The research method used in this study is a qualitative descriptive method with data collection methods through observation, interviews, and documentation. The results of this study are based on five dimensions of integrated marketing communication, showing that 1) advertisements at the PT Citilink Denpasar Branch Office use the company's digital on-channels such as Instagram, Facebook, Twitter, and Youtube; 2) The company's direct & digital marketing is done through the website, mobile app & call center; 3) Sales promotions are channeled through social media and websites that offer promotions for free rapid tests, snacks & drinks, internet quota, round-trip tickets, and discounted stays; 4) Public relations is carried out through online media relations by providing positive news that helps maintain the company's brand image. 5) Personal Selling at the PT Citilink Indonesia Denpasar Branch Office is done through ticket sales counters at Ngurah Rai Airport. Keywords: Customer Loyalty, Brand Image, Brand Trust
Co-Authors Hanny Hafiar I Nyoman Darma Putra Made Darmiati Ni Made Eka Mahadewi Ni Putu Candra Cristina Putu Ayu Aryasih Putu Surya Laksana Rahjasa