STRATEGI PEMASARAN PAKET WISATA MELALUI MEDIA ONLINE PADA SUATU AGEN TOUR AND TRAVEL

    Siti Ayu Herlina, - and Irena Novarlia, - and Rifqi Asy'ari, - (2025) STRATEGI PEMASARAN PAKET WISATA MELALUI MEDIA ONLINE PADA SUATU AGEN TOUR AND TRAVEL. S1 thesis, Universitas Pendidikan Indonesia.

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    Abstract

    Penelitian ini bertujuan menganalisis strategi pemasaran paket wisata melalui media online pada CV. Lingga Buana Tour and Travel di Kabupaten Sumedang dengan menggunakan pendekatan Marketing Mix (4P) product, price, place, promotion. Metode penelitian deskriptif kualitatif diterapkan melalui triangulasi data (wawancara, observasi, dokumentasi) untuk mengumpulkan informasi terkait strategi pemasaran perusahaan. Data dianalisis menggunakan analisis SWOT dengan matriks IFAS (Internal Factors Analysis Summary) dan EFAS (External Factors Analysis Summary). Hasil penelitian ini menunjukkan bahwa perusahaan berada di kuadran I (SO) dalam analisis SWOT, dengan nilai sumbu X = 2,232 (kekuatan internal) dan sumbu Y = 1,101 (peluang eksternal). Posisi ini mengindikasikan bahwa CV. Lingga Buana memiliki kekuatan dominan dengan nilai 0,4 yaitu konten yang menarik sehingga meningkatkan minat customer dapat dimanfaatkan untuk mengeksploitasi peluang pasar, seperti tren pariwisata lokal dan peningkatan penggunaan media online. Hasil penelitian menekankan pentingnya strategi agresif/growth, seperti pengembangan website resmi untuk meningkatkan aksesibilitas pemesanan, optimalisasi konten digital di media sosial (Instagram, TikTok) untuk menjangkau pasar muda, peningkatan program loyalitas berbasis cashback atau diskon untuk mempertahankan pelanggan. Dengan implementasi strategi ini, perusahaan dapat meningkatkan efektivitas promosi dan daya saing di industri pariwisata digital. This study aims to analyze the marketing strategy of tour packages through online media at CV. Lingga Buana Tour and Travel in Sumedang Regency using the Marketing Mix (4P) approach, which includes product, price, place, and promotion. A descriptive qualitative research method was employed through data triangulation (interviews, observations, documentation) to gather information related to the company's marketing strategy. The data were analyzed using SWOT analysis with IFAS (Internal Factors Analysis Summary) and EFAS (External Factors Analysis Summary) matrices. The results of this study indicate that the company is in quadrant I (SO) in the SWOT analysis, with an X-axis value of 2.232 (internal strength) and a Y-axis value of 1.101 (external opportunity). This position indicates that CV. Lingga Buana has a dominant strength, specifically its engaging content that increases customer interest, which can be leveraged to exploit market opportunities, such as the trend of local tourism and the increasing use of online media. The results emphasize the importance of an aggressive/growth strategy, such as developing an official website to improve booking accessibility, optimizing digital content on social media (Instagram, TikTok) to reach the younger market, and enhancing loyalty programs based on cashback or discounts to retain customers. By implementing these strategies, the company can improve the effectiveness of its promotions and competitiveness in the digital tourism industry.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Irena Novarlia: 6784293 Rifqi Asy'ari: 6781422
    Uncontrolled Keywords: Strategi Marketing, Paket Wisata, Media Online, SWOT, Tour and Travel Marketing Strategy, Tour Packages, Online Media, SWOT, Tour and Travel
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Siti Ayu Herlina
    Date Deposited: 29 Sep 2025 04:42
    Last Modified: 29 Sep 2025 04:50
    URI: http://repository.upi.edu/id/eprint/138168

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