Analisis Branding PT Gama Wisata Di Media Digital Saat Pandemi Covid-19

Absari, Rita and , Vinisa Nurul Aisyah S.I.Kom.,M.I.Kom (2022) Analisis Branding PT Gama Wisata Di Media Digital Saat Pandemi Covid-19. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

PT Gama Wisata is a subsidiary of PT Gama Multi Usaha Mandiri, a holding company owned by Gadjah Mada University. PT Gama Wisata as a tourism service provider is one of the sectors most affected by the COVID-19 pandemic. This study aims to analyze how branding plans at PT Gama Wisata during the COVID-19 pandemic through the SOSTAC model from Chaffey and Smith. This research is a descriptive qualitative method where data is taken from in-depth interviews and participant observation result through MBKM internships conducted from August 2021 to Januari 2022. The results in this study indicate that the branding planning carried out by PT Gama Wisata involves public relations. At the situation analysis stage, it is carried out through a workshop which is held at least once a year usually at the end of the year which is attended by all human resources of PT Gama Wisata and monitored by the Corporate Public Relation. Objective, in planning branding during the COVID-19 pandemic, PT Gama Wisata chose to use digital media such as Website and social media. Strategy, carried out by planned postings on digital media and making press releases to inform the public about the existence of PT Gama Wisata, both information related to activities and products and services offered. Action, where at this stage PT Gama Wisata publishes content on digital media on certain days. And the last is controlling where in this stage the public relations of PT Gama Wisata reports to the Corporate Public Relations holding to be continued to the board of directors. In social media controlling is done by looking at the insight feature of each post. While on the Website it is measured by the number of readers of articles.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Branding, Public Relations, COVID-19 Pandemic
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	RITA ABSARI
Date Deposited:	18 Jul 2022 06:29
Last Modified:	18 Jul 2022 06:29
URI:	http://eprints.ums.ac.id/id/eprint/101553

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