Strategi Komunikasi Pemasaran X - Muhammad Althafariq Ramadhan; Maman Chatamallah (Jurnal Riset Public Relations, 2022)
Abstract. Tour and Travel companies during the Covid-19 pandemic faced challenges that were not easy to deal with, given the existence of regulations imposing restrictions on community activities which resulted in limited use of tour and travel services for tourism. This study aims to describe the marketing communication strategy which consists of : (1) communication; (2) marketing communication; (3) marketing communication purpose; (4) marketing strategy; (5) communication marketing strategy; (6) marketing public relations; (7) digital marketing; and (8) tourism at PT. Justatrip Justatrip Sahabat Perjalanan. The approach used is descriptive qualitative. The research subject is the owner of PT. Justatrip Justatrip Sahabat Perjalanan, Syarief Darmawan (Owner), Reizhard Fernando (Marketing Communication). Data collection techniques in this research are using literature study techniques, observation (observation), and interviews. Data were analyzed using models from Miles and Huberman with the stages of data collection, data reduction, data presentation, and drawing conclusions. The data validity test was done by triangulating the data sources. The results showed that the marketing function as the survival of the company is very important because it is responsible for the company's income. X's marketing communication strategy includes Advertising and Promotions. Abstrak. Perusahaan tour dan travel pada masa pandemi Covid-19 ini menghadapi tantangan yang tidak mudah dihadapi, mengingat adanya peraturan pemberlakuan pembatasan kegiatan masyarakat yang berdampak pada terbatasnya penggunaan jasa tour dan travel untuk berpariwisata. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran yang terdiri atas; (1) komunikasi; (2) komunikasi pemasaran; (3) tujuan komunikasi pemasaran; (4) strategi pemasaran; (5) strategi komunikasi pemasaran; (6) marketing public relations; (7) digital marketing; dan (8) pariwisata di PT. Justatrip Sahabat Perjalanan. Pendekatan yang digunakan adalah deskriptif kualitatif. Subjek penelitian adalah Pemilik PT. Justatrip Sahabat Perjalanan, Syarief Darmawan (Owner), Reizhard Fernando (Marketing Communication). Teknik pengumpulan data dalam penelitian ini yaitu menggunakan teknik studi kepustakaan, observasi (pengamatan), dan wawancara. Data dianalisis dengan menggunakan model dari Miles dan Huberman dengan thapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data dilakukan dengan triangulasi sumber data. Hasil penelitian menunjukkan bahwa fungsi marketing sebagai kelangsungan perusahan sangat penting karena bertanggungjawab atas pendapatan perusahaan. Strategi komunikasi pemasaran X meliputi Advertising (Periklanan) dan Promotions (Promosi).