Aktivitas digital marketing di PT Aksi Visitama = Digital marketing activity in PT Aksi Visitama

Tjiputra, Ivanna (2022) Aktivitas digital marketing di PT Aksi Visitama = Digital marketing activity in PT Aksi Visitama. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi membuat digitalisasi menjadi sangat berperan. Para pemilik usaha lebih mengandalkan pemasaran digital dan online untuk meningkatkan brand awareness dan juga penjualan. Krisis ekonomi yang terjadi akibat pandemi Covid 19 membuat banyak pengusaha mengalami kesulitan dan banyak pekerja kehilangan pekerjaan mereka. Namun, hal tersebut juga membuka peluang bagi banyak orang untuk melakukan bisnis secara online dan memaksimalkan pemasaran melalui digital platform. PT Aksi Visitama atau TADA adalah sebuah digital platform yang menawarkan solusi untuk mengelola data konsumen, kesetiaan pelanggan dan retensi pelanggan. TADA bertujuan untuk membantu bisnis memaksimalkan strategi branding dan juga pemasaran mereka melalui sebuah digital platform. Dalam mencapai tujuan tersebut, PT Aksi Visitama melakukan berbagai aktivitas pemasaran antara lain; digital marketing, strategi komunikasi pemasaran, direct marketing dan promotional tools. Penerapan teori konsep promotional mix tools for IMC dari tahap advertising, sales promotion, public relations dan juga direct marketing memainkan peran yang besar dalam meningkatkan kesadaran publik mengenai pentingnya TADA untuk mempertahankan pelanggan dari sebuah bisnis. Dengan kegiatan kerja magang yang dilakukan pemagang di PT Aksi Visitama, pemagang mempelajari penerapan teori-teori pemasaran yang selama ini hanya dipelajari secara teoritis dan mempelajari tantangan yang dihadapi dalam menerapkan teori- teori tersebut dalam sebuah bisnis/The growth of technology emphasizes the significance of digitalization. Business owners rely on digital marketing to maximise their brand awareness and sales growth. Economic crisis that happened because of the Covid 19 pandemic cause business owners to suffer and many workers to lose their job. However, this crisis opened many opportunities for many people to grow their businesses online and rely on digital platform marketing. PT Aksi Visitama or also known as TADA is a digital platform that offer solutions to cover consumer data, consumer loyalty and customer retention. TADA aims to help businesses maximise their branding and marketing strategy through their digital platform. In order to achieve this goal, PT Aksi Visitama did a variety of marketing activities such as digital marketing, marketing communication strategy, direct marketing and promotional tools. The implementation of promotional mix tools concept from the stage of advertising, sales promotion, public relations and direct marketing plays a huge role in increasing the public’s awareness of the importance of TADA in retaining customers. This internship program allows apprentice to understand the implementation of marketing theories and the challenges that is faced by the company in implementing these theories.

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