ANALYSIS OF DIGITAL BRANDING STRATEGIES IN START-UP ONLINE TRAVEL AGENCIES (CASE STUDY OF TIKET.COM)

Abstract

The purpose of this research is to analyze the digital branding strategy. This research uses a descriptive
method with a qualitative approach. The qualitative approach was used to better understand the
digital branding strategy. The subject of this research is Tiket.com. The method in this research is a
case study. According to Nur’aini (2020) the case study research method is the right strategy to use in
research where the main research questions are why and how, the focus of researchers in their
research is a temporary phenomenon. In this method, researchers must focus on the design and
implementation of research. The data source in this research is primary source. Data analysis in this
study uses thematic analysis. The activities used in data analysis are data reduction, data presentation,
and conclusion drawing. Based on the results of research processing and analysis, the following
conclusions were drawn: The conclusion that can be drawn from the point of using the application is
that the digital branding strategy carried out by Tiket.com has succeeded in getting customer attention
by having a unique logo and using an easy-to-use application. The conclusion that can be drawn from
the point of use of the application is that the digital branding strategy carried out by Tiket.com has
succeeded in getting customer attention by having a unique logo and using an easy-to-use application.
The conclusion that can be drawn regarding social media is that overall, Tiket.com's digital branding
strategy on social media has proven to be effective with content that can be well received by users
and create good relationships among users. The conclusion that can be drawn from the consumer
experience is that Tiket.com has succeeded in building strong digital branding by responding to
reviews on social media and providing the right solutions for customers that make customers feel
satisfied with the service and recommend the use of Tiket.com to others.