Tripadvisor E-commerce Marketing Communication Strategy in Increasing Borobudursunrise.com Product Sales Period 2023

Ahmad Prasetyo, Muttaqien Muhammad

Abstract


This research analyzes one e-commerce, namely Tripadvisor, which is an online travel company from the United States. Tripadvisor utilizes several online marketing channels to reach foreign tourist. This research aims to find out the marketing communication strategy, as well as the inhibiting and driving factors through e-commerce media in selling Borobudursunrise.com products. The method used in this research is descriptive qualitative method. The components of the marketing communication strategy applied include audience, key messages, communication channels, budget and evaluation. The inhibiting and driving factors found include price, weather, reviews, timeliness, and Borobudur tickets. The validity technique uses source triangulation. This research can be a reference for e-commerce startups and contribute to the development of tourism and UMKM in the Special Region of Yogyakarta. A recommendation for further research is to examine two e-commerce agents so that the results can be compared.


Keywords


Borobudursunrise.com; Communication; E-commerce; Strategy

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DOI: https://doi.org/10.12928/sylection.v4i1.18722

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