KOMUNIKASI PEMASARAN DIGITAL PADA MEDIA SOSIAL INSTAGRAM TRAVELOKAEATS DALAM MEMPERTAHANKAN CUSTOMER ENGAGEMENT DI ERA COVID 19

PRADANI, ARDYANA SISILIYA CAHYA (2020) KOMUNIKASI PEMASARAN DIGITAL PADA MEDIA SOSIAL INSTAGRAM TRAVELOKAEATS DALAM MEMPERTAHANKAN CUSTOMER ENGAGEMENT DI ERA COVID 19. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Traveloka is a startup company that focuses on tourism services and creative industry. One of the products is Travelokaeats. Travelokaeats is Traveloka's culinary line that offers a wide selection of dining coupons at restaurant that have collaborated with Travelokaeats. The creative industry phenomenon such as Travelokaeats is currently in great demand by customers in Indonesia. Start-up companies such as Travelokaeats sell the "ease of use" to face new challenges in the era of COVID 19. This study aims to determine digital marketing communications carried out on travelokaeats social media Instagram in increasing customer engagement in the era of COVID 19. This study uses The 4E's Digital Marketing theory. consists of 4 (four) elements, namely experience, everyplace, exchange, and engagement. Through a case study method with a qualitative approach and a constructivist paradigm, researchers obtain data through in-depth interviews and documentation. It is known that the marketing communication carried out by Travelokaeats is a digital marketing communication which in its implementation cannot be separated from the use of public relations marketing. The results of this study indicate that Travelokaeats uses social media Instagram and the concept of The 4E's Digital Marketing as a digital marketing communication activity in maintaining customer engagement in the era of COVID 19.Therefore, it is necessary to do further research by comparing social media management in maintaining customer engagement of similar companies, especially from the communication side of the organization. Keywords: Social Media, Digital Marketing, Customer Engagement. Traveloka adalah perusahaan startup yang fokus pada pelayanan pariwisata dan industri kreatif. Salah satu produknya adalah Travelokaeats. Travelokaeats adalah lini kuliner Traveloka yang menjual berbagai pilihan kupon makan di mitra-mitra restoran yang telah bekerjasama dengan Travelokaeats. Fenomena industri kreatif seperti Travelokaeats saat ini sedang marak diminati oleh pelanggan di Indonesia. Perusahaan start up seperti Travelokaeats menjual kemudahan dalam penggunaannya menghadapi tantangan baru di era COVID 19. Penelitian ini bertujuan untuk mengetahui komunikasi pemasaran digital yang dilakukan pada media sosial Instagram Travelokaeats dalam meningkatkan customer engagement di era COVID 19. Penelitian ini menggunakan teori The 4E’s Digital Marketingyang terdiri dari 4 (empat) elemen yaitu experience, everyplace, exchange, dan engagement. Melalui metode studi kasus dengan pendekatan kualitatif dan paradigma konstruktivis, peneliti mendapatkan data melalui wawancara mendalam dan dokumentasi. Diketahui bahwa komunikasi pemasaran yang dilakukan oleh Travelokaeats merupakan komunikasi pemasaran digital yang dalam pelaksanaannya tidak dapat dipisahkan dari penggunaan marketing public relation. Hasil penelitian ini menunjukkan bahwa Travelokaeats menggunakan media sosial Instagram dan konsep The 4E’s Digital Marketing sebagai aktivitas komunikasi pemasaran digital dalam mempertahankanbcustomer engagement di era COVID 19. Oleh karena itu perlu dilakukan penelitian lebih lanjut dengan membandingkan pengelolaan media sosial dalam mempertahankan customer engagement perusahaan sejenis terutama dari sisi komunikasi organisasinya. Kata Kunci: Media Sosial, Digital Marketing, Customer Engagement.

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