Adriansyah, Muhammad (2026) Analisis Strategi Pemasaran Travel Agent Dalam Mempertahankan Eksistensi Di Era Digitalisasi (Studi Pada PT. Riandha Kamil Sejahtera). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the marketing strategies implemented by Riandha Kamil Sejahtera. LLC (Riandha Travel) to maintain its existence in the digitalization era, identify the conventional marketing strategies that serve as the company's primary focus, and explain the role of digital marketing as a supporting strategy for conventional marketing. This study employed a qualitative research method with a descriptive approach. Data were collected through interviews, observations, and documentation. The collected data were analyzed using qualitative data analysis techniques, including data reduction, data presentation, and conclusion drawing. The findings indicate that Riandha Travel implements a marketing strategy that combines conventional and digital marketing to maintain its market presence. Conventional marketing remains the company's primary focus because it is considered more effective in building the trust of prospective pilgrims. Meanwhile, digital marketing serves as a supporting strategy through the use of social media, the company website, and the company's mobile application to expand the reach of corporate information. The findings also reveal that Riandha Travel's marketing approach can be categorized as a "Hybrid Marketing Strategy" because it integrates the strengths of conventional marketing with the utilization of digital technology. Keywords: Marketing Strategy, Digitalization, Travel Agent, Riandha Travel
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Department of Tourism | ||||||||
| Depositing User: | Muhammad Adriansyah | ||||||||
| Date Deposited: | 05 Aug 2026 04:26 | ||||||||
| Last Modified: | 05 Aug 2026 04:48 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58462 |
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