Sanjaya, Aby Putra (2025) Strategi Promosi Berbasis E-Commerce Melalui THG Apps di The Trans Resort Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the e-commerce-based promotional strategy through the Trans Hotel Group application (THG Apps) at The Trans Resort Bali. The background of this research is based on the low utilization rate of THG Apps by customers for booking purposes, compared to other e-commerce channels such as Online Travel Agents (OTAs) and the official hotel website. This research adopts a qualitative approach with data collected through interviews, observations, and documentation. The data analysis technique used is the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing, supported by a SWOT analysis to formulate appropriate promotional strategies. The results show that THG Apps possess strengths such as system integration, exclusive promotions, and a user-friendly interface. However, weaknesses such as low public awareness, limited digital promotion, and lack of supporting features were identified. The proposed promotional strategies include enhancing digital marketing campaigns, collaborating with influencers, and optimizing loyalty programs to increase direct bookings through the application.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Promotional strategy, E-commerce, THG Apps, SWOT, digital marketing
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Aby Putra Sanjaya
Date Deposited: 30 Aug 2025 10:04
Last Modified: 30 Aug 2025 10:04
URI: https://repository.pnb.ac.id/id/eprint/18399

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