Analisis Strategi Online Marketing Travelio Dengan Metode AISAS (Attention, Interest, Search, Action & Share)

Abstract

Since its establishment in 2015, it is known that Travelio's brand awareness is still relatively small compared to competitors in the accommodation service sales sector. However, it was noted that the number of website visits and app downloads for Travelio increased at the end of 2021. This study aims to analyze the marketing strategies used by Travelio, focusing on the use of online marketing strategies. The research was conducted qualitatively through data collection in the form of observations using online ethnography methods, and then analyzed using the AISAS method. The results of the study are described descriptively, outlining which online marketing strategies have been implemented by Travelio based on the AISAS approach. Based on the research, it was found that Travelio uses various online marketing strategies by leveraging different platforms ranging from websites, ads, and social media. Additionally, it was also found that the sharing stage was successfully achieved by Travelio, along with its literature discussion where this stage is similar to the concept of electronic word of mouth in the current digital era