Strategi komunikasi pemasaran PT Garuda Indonesia dalam menumbuhkan loyalitas bagi para anggota garuda frequent flyer pada masa pandemi covid-19

Novia, Elizabeth Andita (2021) Strategi komunikasi pemasaran PT Garuda Indonesia dalam menumbuhkan loyalitas bagi para anggota garuda frequent flyer pada masa pandemi covid-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Implementasi program Garuda Frequent Flyer ini mendapat tantangan bagi Garuda Indonesia sebagai penyedia layanan ketika pandemi Covid-19 berlangsung. Akibat Covid-19 yang memberikan pembatasan penerbangan baik rute domestik maupun internasional hingga pemberlakuan protokol kesehatan yang ketat memberikan kerugian bagi pengguna maskapai penerbangan khususnya pelanggan program Garuda Frequent Flyer dan lebih lanjut dapat memberikan dugaan penurunan loyalitas pelanggan terhadap penggunaan maskapai penerbangan Garuda Indonesia. Fokus dalam penelitian ini akan menelaah strategi komunikasi dengan bauran pemasaran yang terdiri dari product, price, place dan promotion pada anggota program Garuda Frequent Flyer dalam menumbuhkan loyalitas pelanggan. Pendekatan penelitian yang digunakan adalah kualitatif dan analisis data menggunakan model selective coding. Informan penelitian terdiri dari pihak Garuda Indonesia khususnya Divisi Marketing & Sales, dan Divisi Strategy Business Development & Risk Management PT. Garuda Indonesia sebagai informan pokok, dan anggota pengguna program Garuda Frequent Flyer sebagai informan pangkal. Hasil penelitian menunjukkan bahwa, Aspek product dan price memiliki menyajikan variasi produk, kualitas pelayanan hingga kompenisasi. Aspek place menjadi keragaman fitur media dalam menyampaikan pesan iklannya mulai dari ecommerce, media sosial, website, hingga email. Dan terakhir aspek promotion menjadi strategi yang memperkenalkan pemasaran sebuah produk dengan membangun loyalitas dengan penerapan protokol kesehatan yang ketat, penyajian diskon dan reward kepada anggota program Garuda Frequent Flyer. / The implementation of the Garuda Frequent Flyer program faced challenges for Garuda Indonesia as a service provider when the Covid-19 pandemic took place. As a result of Covid-19, which provides flight restrictions on both domestic and international routes to the imposition of strict health protocols, it has resulted in losses for airline users, especially customers of the Garuda Frequent Flyer program and could further suggest a decrease in customer loyalty to the use of Garuda Indonesia airlines. The focus of this study will examine communication strategies with a marketing mix consisting of product, price, place, and promotion to members of the Garuda Frequent Flyer program in fostering customer loyalty. The research approach used was qualitative and data analysis used a selective coding model. Research informants consisted of Garuda Indonesia, especially the Marketing & Sales Division, and the Strategy Business Development & Risk Management Division of PT. Garuda Indonesia, and members of the Garuda Frequent Flyer program. The results showed that product and price aspects presented product variations, service quality to compensation. The place aspect is the diversity of media features in conveying advertising messages ranging from e-commerce, social media, websites, to email. And finally, the promotion aspect becomes a strategy that introduces the marketing of a product by building loyalty by implementing strict health protocols, presenting discounts and rewards to members of the Garuda Frequent Flyer program.

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