MARKETING COMMUNICATION STRATEGY IN SOCIAL MEDIA INSTAGRAM PT. DREAM TOUR AND TRAVEL (@dreamtour_co) FOR BRAND IMAGE BUILDING
Alvernia Tiara Montana Rosa

Abstract

Social media have a big potential to assist a company in marketing their product and services. By social media, a company can conduct marketing activities, product or services launch, communicating with consumers, and business network expansion with low cost. This study discusses the marketing communications by PT Dream Tour and Travel to build the brand image of the company with social media Instagram (@dreamtour_co). How much the influence of social media marketing towards the brand image formation of PT Dream Tour and Travel. Today many social media Instagram accounts are present using the brand image as business account because success of the twitter to promote products and services. PT Dream Tour and Travel a company is still very new, but it could have a considerable client references and come from the large companies. Though competition in the business world is nor easy, because many tour and travel agent in Indonesia who have first foray into the world and be seen from the size of business, obviously bigger. This research used a purposive sampling technique. The informans are 8 peoples, that consist of 1 owner PT Dream Tour and Travel, 1 Director PT Dream Tour and Travel, 1 General Manager PT Dream Tour and Travel, AND 5 Followers of Instagram PT Dream Tour and Travel. The Result showed the marketing communication strategy that do in social media Instagram PT. Dream Tour and Travel to build brand image through advertising, sales promotion, personal selling, publicity, and direct marketing.

Topic: Digital Media Optimalization For Corporate Reputation and Marketing Communication

PermaLink: http://icpc2018.interconf.org/kfz/pages/abstract.php?id=12