Optimization of Social Media as a Marketing Tool at PT. Indonesian Travel Amanah
DOI:
https://doi.org/10.61194/economics.v2i2.206Keywords:
Social Media, Marketing, Optimization, PT. Amanah Travel Indonesia, Customer InteractionAbstract
This research aims to find out how to optimize social media as a marketing tool at PT. Amanah Travel Indonesia, a company that focuses on Umrah travel services. The research method used is qualitative research with a research design, namely a case study. The research results show that the use of social media such as Instagram, Facebook, and YouTube is very effective in increasing brand awareness, interaction with potential congregants, and sales. An interesting content strategy, consistent posting, and active interaction with the audience are proven to strengthen relationships with customers. This research confirms the importance of integrating various social media elements to achieve optimal marketing effectiveness.
References
Ahmad, A. (2023). Analyzing the effectiveness of influencer marketing in the travel industry. Journal of Digital Influencer Research, 9(1), 65-78.
Ahmad, M., & Sunarto. (2020). The influence of social media on Umrah pilgrim decision-making. Journal of Islamic Marketing, 11(4), 823-837.
Baker, M. J., & Hart, S. J. (2016). The marketing book. Routledge. DOI: https://doi.org/10.4324/9781315890005
Christakis, N. A., & Fowler, J. H. (2017). Social contagion theory: Examining dynamic social networks and human behavior. Annual Review of Sociology, 43, 69-92.
Erlita, N. (2016). Portrait of advertising in Indonesian mass media. Journal of Economic and Social Sciences, 5(2), 199-210.
Febriyanti, DE, & Arifin, S. (2023). Analysis of online marketing strategies via TikTok and Instagram on Justmine Beauty skincare sales volume at Yuyun agents in Lamongan. Balance Sheet: Journal of Economics, Management and Accounting, 1(1), 344-352.
Hajli, M. N. (2020). Social commerce: The role of trust. Emerald Group Publishing.
Hayana, H. (2021). Youtuber's Strategy in Determining Opinion Leaders in Covid-19 Pandemic Video Content (Doctoral dissertation, IAIN Parepare). DOI: https://doi.org/10.35905/aliftah.v2i2.2505
Hermawansyah, A. (2022). Analysis of the profile and characteristics of social media users in Indonesia.
Kaplan, A. M., & Haenlein, M. (2017). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Katrin, M., & Vanel, S. (2020). WhatsApp as a community-building tool: Insights from the tourism industry. International Journal of Communication and Media Studies, 12(4), 145-159.
Katrin, S., & Vanel, S. (2020). Social media marketing in the travel industry. Journal of Marketing Management, 36(5), 763-785.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2016). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. DOI: https://doi.org/10.1016/j.bushor.2011.01.005
Kosasih, I. (2016). The role of social media Facebook and Twitter in building communication. Society Gazette: Journal of Islamic Community Development, 2(1), 29-42.
Kotler, P., & Armstrong, G. (2018). Principles of marketing. Pearson.
Kotler, P. & Keller, LK 2016. Marketing Management. Pearson Education. Fifteenth Edition. Mangold, W.G., & Faulds, D.J. (2009).Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Mangold, W. G., & Faulds, D. J. (2018). Social media: The new hybrid element of the promotion mix. Business Horizons, 54(1), 357-365. DOI: https://doi.org/10.1016/j.bushor.2009.03.002
Marshall, P., & Palmer, R. (2017). Social media engagement: Opportunities and challenges. Journal of Social Media in Society, 8(2), 31-45.
Ministry of Religious Affairs. (2022). Profil Jamaah Umrah Indonesia 2022. Ministry of Religious Affairs, Indonesia.
Ministry of Religious Affairs (2023). Statistik Umrah Indonesia. Jakarta: Kementerian Agama RI.
Noventa, C., Soraya, I., & Muntazah, A. (2023). Utilization of social media Instagram buddyku as a means of up-to-date information. Journal of Communication Science and Social Media (JKOMDIS), 3(3), 626-635. DOI: https://doi.org/10.47233/jkomdis.v3i3.1124
Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67-78. DOI: https://doi.org/10.1016/j.tele.2014.03.001
Puspitaningrum, R., & Kadi, M. (2023). The impact of social media on consumer behavior in the travel industry. Journal of Consumer Marketing, 40(2), 123-134.
Puspitaningrum, IA, & Kadi, DCA (2023). The Influence of Live Streaming Features, Content Marketing, and the Tiktok Social Media Platform on Consumer Purchasing Decisions (Case Study of Ms Glow, Madiun City). In SIMBA: Management, Business and Accounting Innovation Seminar (Vol. 5).
Puspitaningrum, R., & Kadi, F. (2023). Enhancing customer relationships through interactive social media features: A study in the travel sector. Journal of Interactive Marketing, 15(2), 134-149.
Radicati, A. (2022). World class from within: Aspiration, connections and brokering in the Colombo real estate market. Environment and Planning D: Society and Space, 40(1), 118-137. DOI: https://doi.org/10.1177/02637758211058740
Sari, AM, & Aslami, N. (2022). Sharia insurance marketing communication strategy. Managerial Transformation: Journal of Islamic Education Management, 2(1), 57-72. DOI: https://doi.org/10.47467/manageria.v2i1.870
Sarosa, S. (2021). Analyzing digital marketing performance through social media engagement metrics. Journal of Digital Business Research, 10(3), 112-128.
Setiadi, N. (2016). Optimizing social media for marketing in the Umrah travel sector. Journal of Islamic Marketing, 5(1), 25-40.
Setiadi, N. J. (2016). Perilaku konsumen: Perspektif kontemporer pada motif, tujuan, dan keinginan konsumen. Kencana.
Sarosa, S. (2021). Analysis of qualitative research data. PT Kanisius.
Slamet Widodo, Arlina Nurbaity Lubis, Prihatin Lumbanraja, Syafrizal Helmi Situmorang (2023), Pengembangan Pariwisata Halal Menuju Pariwisata Sustainable. Andalan Bintang Ghonim
Statista. (2024). Number of social media users worldwide from 2018 to 2024 (in billions). Statista Research Department.
Teviana, L., Wibisono, R., & Purnomo, A. (2024). Content strategy for social media marketing in the travel and tourism industry. Journal of Strategic Marketing, 20(1), 45-59.
Teviana, S., Lestari, D., & Aulia, F. (2024). The role of content marketing in the travel industry: A case study of PT. Amanah Travel Indonesia. Journal of Marketing Studies, 47(2), 98-115.
Teviana, T., Sienny, S., Hidayat, A., & Khaira, I. (2024). Implementation of Digital Marketing Using E-Commerce Platforms and Social Media for People When Making Purchases. TIN: Applied Informatics Archipelago, 5(1), 63-72. DOI: https://doi.org/10.47065/tin.v5i1.5293
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage Publications.
Untari, M. A., & Fajariana, R. (2018). The power of visuals in social media marketing: A study on the tourism sector. Journal of Tourism Marketing, 7(2), 89-104.
Untari, R., & Fajariana, I. (2018). Optimizing Instagram for tourism marketing. Tourism Review, 73(2), 205-220.
Untari, D., & Fajariana, DE (2018). Marketing strategy via Instagram social media (descriptive study on account@subur_batik). Widya Cipta: Secretarial and Management Journal, 2(2), 271-278.
Venkatesh, V., & Bala, H. (2016). Technology Acceptance Model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315. DOI: https://doi.org/10.1111/j.1540-5915.2008.00192.x
We Are Social (2023). Digital 2023: Global overview report. We Are Social.
Widodo, S., & Hidayat, T. (2023). The impact of Instagram stories and IGTV on customer engagement in the Umrah travel industry. International Journal of Social Media Studies, 14(2), 223-239.
Widodo, S., et al. (2023). Media sosial sebagai alat pemasaran efektif untuk industri perjalanan dan pariwisata. Journal of Digital Marketing, 15(3), 45-57.
World Travel & Tourism Council. (2023). Social Media’s Influence on Travel Decisions. WTTC Research Report.