Garuda Indonesia new digital experience concept:Airline’s challenge in communication marketing in the digital era

Abstract

The purpose of this study is to obtain an overview of Garuda Indonesia's e-marketing communication process through the “Garuda Indonesia New Digital Experience” digital service program that was launched in 2015. This study discusses specifically about strategies analyzed based on 7 stages of e-marketing strategy planning by Judy Strauss & Raymond Frost. The research method used is descriptive qualitative. Data collection in this study is divided into two categories of data, namely primary data and secondary data. Primary data is carried out through in-depth interviews with 3 resource persons who are internal parties of Garuda Indonesia and directly related to the implementation of e-marketing communication. Furthermore, data collection was also carried out through direct observation by observing responses in the form of audience comments on social. The main results of this study indicate that Garuda Indonesia implements e-marketing by focusing on the "Garuda Indonesia New Digital Experience" program where social media channels have the highest contribution in increasing online ticket sales and high engagement with consumers compared to other digital services.