Anisah Mora, - (2022) YOUTUBE SEBAGAI MEDIA PEMASARAN DI MASKAPAI PENERBANGAN PADA MASA PANDEMI COVID-19. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
This study aims to determine the effectivesness and implementation of airlines marketing carried out through Youtube during the COVID-19 pandemic. The research method used is phenomenology with the type of content analysis research, namely analyzing Youtube 6 airlines Full Service Carrier namely Garuda Indonesia, Batik Air and Sriwijaya Air and Low Cost Carrier namely Lion Air, AirAsia and Citilink videos which are analyzed as many as 172 videos uploaded during the COVID-19 pandemic. Data collection techniques used in this research are documentation studies and literature study. The data analysis techniques is content analysis and qualitative descriptive analysis. The result showed that airlines in uploading videos on their Youtube only two of the six airlines were actively uploading on their Youtube during the pandemic, for Full Service Carrier video categoris is about “Quality of Service” and “Benefits For Customers”, while Low Cost Carrier the video category is about “Activities at Destinations” is the most uploaded by the airline”s Youtube, The research also shows that the categoris “Security” and “Airline Social Responsibility” and “Passanger Experience Using Airline” are that videos that attract the most viewers on Youtube based on the most views and likes, Three of the six airlines studied choose to focus on uploading video about health protocols, rules for using airplanes during the COVID-19 pandemic and, as well as the requirements needed when using the plane. Keywords : Youtube, Marketing, Airlines, COVID-19
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/?authuser=1 |
| Uncontrolled Keywords: | Youtube, Marketing, Airlines, COVID-19 |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Anisah Mora |
| Date Deposited: | 21 Oct 2022 10:25 |
| Last Modified: | 21 Oct 2022 10:25 |
| URI: | http://repository.upi.edu/id/eprint/84969 |
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