E-Journal of Tourism Vol.8. No.1. (2021): 65-69 65http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Online Marketing Strategy Analysis of PT. Bagus Trans Wisata Kevin Benedict Lesmana*, Rustono Farady Marta, Sugeng Wahjudi Master of Communication Science, Postgraduate Program, Universitas Bunda Mulia, Indonesia *Corresponding Author: kevinbenedict0702@gmail.com DOI: https://doi.org/10.24922/eot.v8i1.70278 Abstract The tourism industry is one of the largest industries in the world, includ- ing Indonesia. So it is said that this industry has a considerable influ- ence, so that it can be ascertained that this is an opportunity for a busi- ness. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to at- tract consumers. PT. Bagus Trans Wisata has used new media as a chan- nel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative ap- proach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel Article Info Submitted February 2nd 2021 Accepted March 18th 2021 Published March 31th 2021 tion, the government always tries to pay at- tention to the development of tourism. The tourism industry is an industry that inclu- des various roles, professions, and jobs in its continuity. All of them have their res- pective roles to make the tourism industry run well. (Setiawan, 2019). Lately there have been many com- munity-based companies that have initi- ated “open trips”. These various companies have provided new nuances in their types of travel since 2016. This causes tourists to switch because the price offered is quite skewed and adds to the scope of new friends because the characters who follow this trip INTRODUCTION Tourism is one of the areas favored by the Indonesian government for earning foreign exchange. Tourism as a form of de- velopment encouragement plays a role as a source of foreign exchange income and also contributes a lot to other fields. Until now, the tourism sector is still positioned as the leading sector for the Indonesian economy. (Suryani, 2017). Indonesia has enormous tourism po- tential and it is hoped that this will be able to become one of the strengths of reliable infrastructure development. In this connec- E-Journal of Tourism Vol.8. No.1. (2021): 65-69 66http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 development of information technology af- fects the lifestyle of today’s consumers. Si- milar to the research raised by Ariani Putri (2010) entitled “The Role of Online Media in Marketing of Tourism Products at the Nusa Jaya Travel Agency, Bandung,” in her research, the author said that promotion on online media can facilitate consumers and be more efficient for companies. (Sari, et al., 2016). METHODS This study uses a descriptive research type with a qualitative approach that aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata. The research location was determined using the purposive area method. Data collection methods used by researchers include in-depth interviews, observation methods and documentation techniques. In addition, the primary data source is a data sourced from PT. Bagus Trans Wisata and other data is secondary data which is data through literature in the same direction as this research. The analy- sis technique used is the SWOT analysis technique which focuses on the marketing strategy of PT. Bagus Trans Wisata in at- tracting tourists to use PT. Bagus Trans Wi- sata. RESULTS AND DISCUSSION Marketing strategies carried out through online media at PT. Bagus Trans Wisata is a strategy to make it easier for po- tential tourists to access the tour packages they want. The influence of online media also affects segmenting, targeting and po- sitioning. The market share of this compa- ny is mostly seniors and also aged 40 yea- rs and over who already have a lot of free time, but it is undeniable also with other circles. (Salam, et al., 2019). come from any group with locations of re- sidence in various cities in Indonesia. This type of travel is popular with most people, especially the millennial generation who want to have a new network of friends and a minimal budget. Usually companies have many travel packages on each of the dates on the holidays. (Brahmanto, 2015). The destinations offered are al so di- verse, unique, and rarely owned by travel agents in general. Open trip travel agen- cies market their travel products through online media, either through Instagram, Facebook, or even the newest platform for millennials, TikTok. This open trip travel agency also often invites several artists and celebrities to attract consumers to be inte- rested in traveling with this company. The company, which has only been running for 4 years, promotes its travel products only through online social media, namely Face- book. (Atiko, et al, 2016). Facebook is one of the most widely used social networks by Indonesians, so it is not surprising that Facebook can be a business opportunity as well as a very po- tential product marketing tool. Facebook provides a place to meet and communica- te between a member and other members. With the increasing number of members who gather, Facebook then offers ad spots to members in marketing or promoting pro- ducts. (Watie, 2016). Every activity at PT. Bagus Trans Wisata is well organized into a tour packa- ge and marketed to individual and group tourists via online media. The target market segmentation is Indonesian citizens who wish to travel abroad on a sloping budget. No wonder there are many millennials who join this travel program. (Aryani, 2017). Consumers or potential tourists do not even need to come to the company, but can access via Facebook by opening a site that is already available or can directly con- tact via WhatsApp to the intended number. Online media was chosen because the rapid E-Journal of Tourism Vol.8. No.1. (2021): 65-69 67http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 In marketing the package, PT. Ba- gus Trans Wisata is included in the BTC or Business to Customer category, namely tourists who buy tour packages directly to PT. Bagus Trans Wisata will be subject to a published rate according to the price gi- ven on Facebook or via WhatsApp. Current technological developments are directly proportional to the rapid growth of travel agencies in Indonesia. (Budiasih, 2019). Table 1. Matrik SWOT Analysis Marketing of Tour Packages through Online Media at PT. Bagus Trans Wisata IFAS EFAS Strenght(s) 1. The tour packages displayed are quite diverse 2. Have competitive prices 3. The photos of the departing group are convincing 4. Marketing costs incurred cheaper 5. Can be seen by multitudes from all over the world 6. Prospective tourists find it easier to see the travel package Weaknesses (W) 1. Tourists must have an on- line platform first to find out the products offered. 2. PT. Bagus Trans Wisata does not have an official website yet 3. Sometimes admins often reply to messages too much 4. Suspicion often arises because marketing is only online. Opportunity (O) 1. To establish cooperation with travel agents and tour- ism accommodation in other countries 2. It is easier to add or update new travel products 3. Accompanied by products and services, sales will be in accordance with the target. 4. Improving technology and communication facilities. SO Strategy 1. Improve and develop prod- ucts that are of interest to poten- tial tourists 2. Increase the use of media facilities for promotion 3. Promote better cooperation with tourism industry players in Indonesia and other countries. 4.Increase promotion through online media so that more tour- ists can access the website. WO Strategy 1. Promote prices by inform- ing good products 2. provide new options for tourists who want to deter- mine the tour package as desired 3. The information posted on Facebook must be in accor- dance with the facts. Threats (T) 1. Competition is getting tougher to promote similar travel packages 2. The emergence of a new travel agency that has its own creativity and uniqueness 3. There was abuse when or- dering travel products online 4. There was a crisis of trust because the transaction was not direct. ST Strategy 1. Make a variety of trips and unique destinations so that they are more attractive 2. Provide the best price and according to the facilities pro- vided 3. Re-confirm the identity of potential tourists (passport, ID card, account book) when mak- ing transactions. WT Strategy 1. Given the convenience with payment in installments and in full D-7 departure 2. Providing information on travel products through the WhatsApp group that has been formed, so that there is priority for those who have left or do not have a Face- book account 3. Improve the quality of service by holding events and gatherings so that trust will arise. E-Journal of Tourism Vol.8. No.1. (2021): 65-69 68http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Therefore, facing this, PT. Bagus Trans Wisata continues to improve its strategy to be able to compete in current conditions. Discussing these problems, a SWOT ana- lysis was obtained regarding the strengths, weaknesses, opportunities, and threats in marketing travel products online at PT. Bagus Trans Wisata which can be seen in Table 1. Based on the research results Table 1, it can be described that the marketing of the tour packages of PT. Bagus Trans Wisata is right to choose online media as a pro- motional and marketing medium. Judging from the SWOT analysis where each stra- tegy shows and increases the excellence in marketing the tour packages of PT. Bagus Trans Wisata by minimizing and elimina- ting weaknesses and threats. The right strategy is used for marke- ting tour packages through online media at PT. Bagus Trans Wisata is to take advan- tage of travel packages that are diverse, unique, and attractive package packages to increase tourist interest and cheap packa- ge prices must be accompanied by product quality so that sales are on target, provide accurate information on Facebook so there is no crisis of tourist trust, as well as using an internet connection system that has good quality, in order to minimize the occurrence of system errors. And currently the company PT. Bagus Trans Wisata uses online media to increase the level of tourist visits, but marketing through printed media such as brochures and other electronic media has not been forgotten. Because it would be better nee- ded when doing promotions in places that are visited by many people, such as holding exhibitions. CONCLUSION The results show that Facebook does not only play a role as a promotional me- dium in the development of a travel agency, but also as a medium for communicating with potential customers. In addition, the use of social media (Facebook) in develo- ping travel products can change from being unknown to being known by many people. This has a very positive impact or influence on sales results in a travel agency company. On the other hand, current techno- logical developments are in line with the rapid growth of travel agents in Indonesia which is increasingly mushrooming and competition is fierce. PT. Bagus Trans Wi- sata certainly continues to improve its stra- tegy to stay afloat and compete with other travel agents. Discussing these problems, a SWOT analysis was obtained regarding the strengths, weaknesses, opportunities and threats in marketing tour packages through online media at PT. Bagus Trans Wisata Based on the results of the research abo- ve, it can be said that it is right to choo- se online media as a media for promotion and marketing of tour packages. Because it has been proven in the SWOT analysis it shows that many internal factors have a positive impact on the company. The ad- vantages of each strategy that come from within the company must be continuously improved which aims to further minimize the weaknesses and threats of competitors. Standing in a service company, PT. Bagus Trans Wisata must continue to develop new strategies in order to survive in the tourism industry and be able to compete with com- panies, especially travel agents. REFERENCES Aryani, N. L. P. N. (2019). Analisis Seg- mentasi Pasar Dalam Menentukkan Pasar Sasaran Utama Pada PT. Pacto Bali Travel. 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