Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/22917
Title: Strategi Promosi Melalui Direct Marketing pada saat Pandemi COVID-19 di Sindu Kusuma Edupark
Authors: Nainggolan, Diana Helty
Keywords: objek wisata;strategi Promosi;direct marketing
Issue Date: 27-Aug-2021
Abstract: Penelitian ini bertujuan untuk mengetahui proses pelaksanaan direct marketing yang dilakukan serta untuk mengetahui hambatan apa saja yang dialami Departemen Sales dan Marketing Sindu Kusuma Edupark (SKE) pada saat pandemi Covid-19. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan teknik pengumpulan data dari hasil wawancara dan observasi di lapangan. Hasil dari penelitian ini menunjukkan bahwa Departemen Sales dan Marketing SKE telah melakukan beberapa jenis kegiatan promosi melalui direct marketing dalam upaya meningkatkan tingkat kunjungan wisatawan ke SKE diantaranya adalah face to face selling dengan kegiatan sales call, flyering, dan bekerjasama dengan agen resmi penjualan tiket SKE, telemarketing, online marketing, dan siaran radio. Lalu hambatan yang dialami Departemen Sales dan Marketing SKE pada saat pelaksanaan strategi promosi tersebut adalah besar resiko tertularnya tim pada saat pelaksanaan kegiatan promosi, keterbatasan peraturan pemerintah daerah, dan menepis adanya hoax.
This study aims to determine the process of implementing direct marketing and to find out what obstacles were experienced by Department of Sales and Marketing Sindu Kusuma Edupark (SKE) during the Covid-19 pandemic. The method used in this research is descriptive qualitative with data collection techniques from interviews and observations in the field. The results of this study indicate that Department Sales and Marketing SKE has carried out several types of promotional activities through direct marketing in an effort to increase the level of tourist visits to SKE including face to face selling with activities sales call, flyering, and in collaboration with official ticket sales agents SKE, telemarketing, online marketing, and radio broadcasts. Then the obstacles experienced by Department of Sales and Marketing SKE during the implementation of the promotion strategy were the high risk of contracting the team during the implementation of promotional activities, the limitations of local government regulations, and dismissing the existence of hoaxes.
URI: https://repository.uksw.edu/handle/123456789/22917
Appears in Collections:Tourism Destinations

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T0_732017025_Daftar Pustaka.pdf307.53 kBAdobe PDFView/Open
T0_732017025_Isi.pdf378.12 kBAdobe PDFView/Open


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