BRANDING ANALYSIS OF DIGITAL MARKETING COMMUNICATIONS TRAVELOKA.COM IN INDONESIA

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

BRANDING ANALYSIS OF DIGITAL MARKETING COMMUNICATIONS TRAVELOKA.COM IN INDONESIA

By: Aprilia

Since the internet was developed for commercial purposes, the company adopted in its business operations. The rise of E-commerce growth causes all companies to compete in marketing and selling the products they offer. Digital marketing is the electronic path of communication used by marketers to support goods and services to the market. This study aims to determine the branding strategy carried out by the online company Traveloka related to online flight ticket booking services. The research method used is a case study. Data collection techniques through interviews and documentation analysis. The results of this study are that in branding digital marketing communications Traveloka.com comes with hotel & ticket reservation services 24 hours non-stop to increase brand loyalty, then to increase brand awareness, Traveloka companies utilize websites and various social media to make customers increasingly feel close to the company, then to maintain perceived quality towards brands owned by Traveloka companies by providing various conveniences to consumers in providing flight ticket booking services in one application.