Marketing Communication Program Design of Online Travel Agent Kliktrip Using Benchmarking and Analytical Hierarchy Process Methods

Abstract

Kliktrip is an Online Travel Agent (OTA) that has trip & activities facilities and was established in
2018 in Bandung. Kliktrip sales are still experiencing a decline due to low public awareness of
Kliktrip which is seen through the number of downloads on mobile apps and Instagram followers.
Kliktrip sales are still experiencing a decline and public awareness of Kliktrip is still low because
Kliktrip has not implemented 7 out of 8 marketing communication mix optimally. Therefore, research
was conducted to design an effective marketing communication program for Kliktrip by using
benchmarking and Analytical Hierarchy Process (AHP) methods. Based on the results of AHP data
processing, it can be seen that the selected benchmark partner is Explorer.id with a total priority vector
value of 0.44 and benchmark results with Explorer.id concluded that Kliktrip needs to increases the
value of SEO, page views, and unique visitors on the website, creates a Tiktok’s account, webisode,
and video podcasting, collaborates with cross-promotion, makes contests (giveaways), increase the
number of downloads and reviewers on mobile apps, implementing mobile billboards and causerelated marketing, increasing customer service operational time, participating in exhibitions, and
collaborating with influencers.