THE INFLUENCE OF MARKETING COMMUNICATION ON SALES IMPROVEMENT OF PT. GARUDA INDONESIA AIRWAYS
ABSTRACT: One of the faster
changes that happen in Indonesia at last several years is the growth rate of
airline industry. The role of Marketing Communications is important to improve
and maintain the company's position in the market is reflected in the company's
market share. This research aims to understand and extend the knowledge about
the impact of marketing communications on sales improvement of PT. Garuda
Indonesia Airways. This research uses causal type of research where the
research methods associative with regression analysis. The result shows that
Sales Promotion, Advertising, and Personal Selling do not have significant
influence, while Direct Marketing has significant influence on sales
improvement of PT. Garuda Indonesia Airways. The marketing divisions of PT.
Garuda Indonesia Airways should be more focus on sales promotion, advertising
and personal selling variables to get more intention of consumers. On the other
hand, management of Garuda Indonesia Airways also needs to evaluate their
advertising strategies so it can increase tickets purchases by consumer.
Author: Regina Manengkey,
Maria Tielung
Journal Code: jpmanajemengg150056
