STRATEGI PEMASARAN PADA PT GARUDA INDONESIA (PERSERO) TBK DALAM MENGHADAPI PERSAINGAN ANTAR MASKAPAI PENERBANGAN

Abstract

Riskah. 2021. Marketing Strategy of PT Garuda Indonesia (Persero) Indonesia Tbk, supervised by Fitriani Latief and Nurhaeda Z. This study aims to find out the marketing communication strategy and competitive strategy applied to PT Garuda Indonesia (Persero) Tbk in facing of competition between airlines. This study used a qualitative data types, and data collection methods obtained from in-depth interviews and literature studies by reviewing books, research results, and other literature related to marketing strategies. Based on the results of the interview, it was concluded that PT Garuda Indonesia (Persero) Tbk formed several integrated marketing communication strategies to attract as many markets as possible. Marketing communication is conducted through Adversiting, Sales Promisi, Public Relations & Publicity, Personal Sales, and Direct Marketing. The competing strategies applied to bloat is competitors by Practicing IT, Trying to develop and Dominate the Full Service Carrier Market in Indonesia, Improving The Capabilities of The International Market Industry, Filling the Low Cost Carrier Market Through Citilink, Improving Fleet Development, Strengthening Branding, Focusing on Cost Efficiency, Human Capital, and Improving Service Quality.