Positioning Strategy Design of Online Travel Agent Applications Based on Perceptual Mapping

Abstract

Kliktrip is one of the online travel agent application brands with day trip and activity booking services
in Indonesia which was established in 2018. In the last few years, Kliktrip has experienced several
symptoms, including a decrease in revenue in the second year and the low level of brand
differentiation of the Kliktrip online travel agent application based on customer perception compared
to other online travel agent application brands. Based on the symptoms of these problems, it can be
concluded that the brand of the Kliktrip online travel agent application is weak in customer
perceptions of the online travel agent application because customers tend not to know the advantages
offered by the Kliktrip online travel agent application brand. To be successful in facing competition
with other business competitors, it is necessary to carry out sustainable development by building
competitive differentiation by designing and improving positioning strategies. Based on the results of
the perceptual mapping, there were 4 groups of competitive areas, the online travel agent Kliktrip
application brand was in the same area as the Explorer.id online travel agent application brand which
made it the main competitor of the Kliktrip online travel agent application brand. The objectives of
this research are to (1) Design a strategy for improving the brand positioning of the online travel agent
application and (2) Optimize the resources owned by the Kliktrip online travel agent application brand
to implement a strategy for improving the brand positioning of the Kliktrip online travel agent
application.