Strategi Marketing Public Relations PT. Airlangga Global Traveling Di Masa Pandemi Covid-19

Abstract

With the increasingly fierce competition in the tourism industry and the outbreak of the
COVID-19 pandemic in Indonesia, it requires companies to continue to make improvements,
innovations, and maintain consumer loyalty. This study discusses the strategy made by
marketing public relations at PT. Airlangga Global Traveling in an effort to maintain the
company's existence during the COVID-19 pandemic. The method used in this research is
exploratory qualitative. The data collection techniques used were in-depth interviews,
observation with direct field observations, and documentaries. The results of this study, to
maintain the company's existence during the COVID-19 pandemic, PT. Airlangga Global
Traveling applies all stages of Relationship Management theory, namely Scan (analyzes or
monitors the environment) in the form of contacting consumers, Map (planning or designing
goals) in the form of designing activities and budget costs, Act (producing or carrying out
initiatives) in the form of reducing margins and facilitating payments, Rollout (implementation
or creating programs) in the form of technical meetings and implementation of activities, Track
(evaluating the success of initiatives) in the form of performance evaluations and initiatives,
Stewards (adjusting or monitoring and maintaining quality) in the form of visits and
distribution of merchandise.