Implementasi Integrated Marketing Communication (IMC) Pada Public Relations PT Dream Tours and Travel Dalam Mempertahankan Pelanggan

Putri Debby; Oktaviana Purnamasari; Sa’diyah El Adawiyah

doi:10.36526/santhet.v8i2.4352

Putri Debby Magister Ilmu Komunikasi, Fakultas Ilmu Sosial Ilmu Politik, Universitas Muhammadiyah Jakarta
Oktaviana Purnamasari Magister Ilmu Komunikasi, Fakultas Ilmu Sosial Ilmu Politik, Universitas Muhammadiyah Jakarta
Sa’diyah El Adawiyah Magister Ilmu Komunikasi, Fakultas Ilmu Sosial Ilmu Politik, Universitas Muhammadiyah Jakarta

DOI: https://doi.org/10.36526/santhet.v8i2.4352

Keywords: Integrated Marketing Communication (IMC), Tours and Travel, Customer Retention

Abstract

The goal of this study is to investigate how Dream Tours and Travel LTD utilizes Integrated Marketing Communication (IMC) to keep customers coming back. The research approach taken is descriptive and qualitative, with participants including management from Dream Tours and Travel LTD and Umrah pilgrims. Information was gathered through interviews, observations, and documentation, and then analyzed using qualitative methods. The findings revealed that Dream Tours and Travel LTD has successfully executed an IMC strategy by utilizing a range of communication channels that work together seamlessly. The company utilizes customer data to present relevant offers, develops informative content to build trust, and conducts analysis to adjust their communication strategy. The strategic and tactical implementation of IMC has contributed to increased customer engagement and strengthened brand loyalty. In conclusion, Dream Tours and Travel LTD's implementation of IMC has been successful in retaining customers and can serve as a model for other companies in the same industry.

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