Rahmadini, Alfina Amanda (2025) Analisis Penerapan Pemasaran Langsung (Direct Marketing) Paket Wisata Pada PT. Panca Indra Abadi Sentosa Tour And Travel. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing is a series of activities carried out by a company to reach, attract, and retain customers. In the context of the tourism industry, an appropriate marketing strategy plays a crucial role in building trust and establishing long-term relationships with customers. One of the marketing methods that is still implemented by some companies to introduce their products or services is direct marketing. Direct marketing enables companies to interact personally with potential customers. This study aims to analyze the implementation of direct marketing conducted by PT. Panca Indra Abadi Sentosa Tour and Travel and to identify the challenges faced in its execution. This research employed a descriptive qualitative method, with data collected through non-participant observation and semi-structured interviews involving the CEO and owner of PT. Panca Indra Abadi Sentosa Tour and Travel, the operational manager, and several members of the company's marketing team. The findings reveal that PT. Panca Indra Abadi Sentosa Tour and Travel applies three main indicators of direct marketing: face-to-face selling, telemarketing, and online marketing. The face-to-face selling method has a positive impact on establishing direct communication with potential customers, although it encounters challenges related to accessibility and cultural factors. Telemarketing extends the company’s reach but faces limitations in communication time and customer trust. Meanwhile, online marketing serves as a potential alternative in the digital era but requires a high level of creativity to present engaging content.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Department of Tourism | ||||||||
| Depositing User: | Alfina Amanda | ||||||||
| Date Deposited: | 30 Sep 2025 08:17 | ||||||||
| Last Modified: | 30 Sep 2025 08:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/44693 |
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