Aktivitas marketing communication dalam meningkatkan brand image dan brand awareness di Cathay Pacific airways Indonesia= Marketing communication activity in increasing brand image and brand awareness at Cathay Pacific airways Indonesia

Tarmadi, Ribka Christina (2020) Aktivitas marketing communication dalam meningkatkan brand image dan brand awareness di Cathay Pacific airways Indonesia= Marketing communication activity in increasing brand image and brand awareness at Cathay Pacific airways Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri penerbangan internasional dalam satu tahun terakhir mengalami penurunan dibanding tahun-tahun sebelumnya. Namun begitu, jumlah wisatawan ke luar negeri semakin banyak, hal ini membuka kesempatan besar bagi maskapai sebagai moda transportasi ke luar negeri satu-satunya. Faktor-faktor tersebut mendorong maskapai penerbangan untuk bersaing. Cathay Pacific Airways merupakan salah satu pesaing kuat dalam industri ini, untuk bersaing Cathay Pacific Airways mempraktekan aktivitas komunikasi pemasaran. Dalam komunikasi pemasaran terdapat marketing communication tools yang menjadi sarana untuk meningkatkan brand image dan brand awareness yang merupakan faktor kekuatan brand itu sendiri. Untuk mempraktekan dan membandingkan teori komunikasi pemasaran terpadu dengan kenyataan di lapangan, penulis melakukan kegiatan magang sebagai marketing communication pada Cathay Pacific Airway dan mempelajari tools serta proses komunikasi pemasaran terpadu. Hasil magang di Cathay Pacific Airways menunjukkan bahwa pada praktiknya banyak terjadi penyesuaian pada marketing communication tools dan prosesnya. Hal ini terjadi karena berbagai situasi di lapangan. Selain itu, brand image dan brand awareness harus dibentuk dari waktu ke waktu meski telah mempraktikan komunikasi pemasaran terpadu. / International aviation industry on the past one year has decreasing compared to years before. However, the number of local travelers that travels abroad is increasing, this opens up a big opportunity for airline as the only one transportation choice to fly overseas. These factors enforced airline company to compete. Cathay Pacific Airways is one of strong competitor in this industry, to compete Cathay Pacific Airways practice marketing communication activity, through marketing communication tools that means to increasing brand image and brand awareness that are the strength for brand itself. To practicing and comparing integrated marketing communication theory with the reality, the author conducted an internship as a marketing communication staff on Cathay Pacific Airways and learn the integrated marketing communication tools and process. The Internship results at Cathay Pacific Airways shows that there is a lot of adjustment in the marketing communication tools and process. These happened because of various situation happened on the ground. Other than that, even though integrated marketing communication has been practiced, brand image and brand awareness should be formed time to time.

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