ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN TERHADAP BISNIS TRAVEL ONLINE ATAU E-COMMERCE MELALUI JEJARING SOCIAL DI ERA PANDEMI COVID-19

Nur Aeni(1*), Setia Iriyanto(2)


(1) 
(2) 
(*) Corresponding Author

Abstract


Since it was founded in Indonesia in 2011. The popularity of Tiket.com as
an Online Travel Agent has been the choice of many people to order flight tickets
online, and has seen an increase from year to year. However, the Covid-19
pandemic weakened the national and international economy. Various industrial
sectors, including tourism and aviation, experienced disruptions such as flight
cancellations. This study aims to determine the strategy that Tiket.com is running
in dealing with airline ticket sales in the era of the Covid-19 pandemic.
This research uses descriptive qualitative method. The data collection
technique used by researchers is by conducting interviews, observations,
questionnaires and then processed using SWOT analysis. Based on the analysis of
the company's position from the IFAS and EFAS tables, the internal factors are
0.87 and the external factors are -0.21. This airline has a position in quadrant II,
the diversification strategy was implemented due to the threat situation for the
company. Based on the SWOT matrix, the strategy that can be taken is the ST
strategy. Based on the Internal-External matrix, Tiket.com's position is in box II
with a total internal strategic value of 2.67 and a total external strategic value of
3.23. The growth strategy can be applied with the innovation and marketing
strategies that Tiket.com has been used to penetrate the market.


Keywords


Online Travel Agent, Marketing Strategy, E-commerce, Covid-19,SWOT analysis

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