Strategi pemasaran digital rute penerbangan samarinda–banjarmasin di bandar udara apt pranoto melalui media sosial

Abstract

This study discusses the digital marketing strategy for the Samarinda–Banjarmasin flight route at Aji Pangeran Tumenggung Pranoto Airport through social media. The background of this research is based on the important role of air transportation in connecting regions in Indonesia, especially in East Kalimantan, as well as the increasing use of social media as a modern marketing tool. The purpose of this study is to identify the factors that make social media effective as a marketing medium and to determine appropriate strategies for increasing public interest in the flight route. The research method used in this study is a qualitative research method with a descriptive approach. The research data were obtained through observation, documentation, and literature study. The results of the study indicate that the effectiveness of digital marketing through social media is influenced by several main factors, namely content quality, the selection of appropriate social media platforms, consistency in delivering information, interaction with consumers, and the presence of attractive promotional offers. In addition, appropriate marketing strategies are also determined by market segmentation, the selection of suitable media platforms, the preparation of relevant content, and regular performance evaluation.