Priority Model for Sales Promotion Strategies of Tour Travel Packages Among Generation Y Using the Analytic Hierarchy Process (AHP) Method at PT Cheria Trip Bahagia

Dwi Murti Esti Rahayu; Suhendar Sulaeman

doi:10.55047/jekombital.v5i1.1222

Authors

Dwi Murti Esti Rahayu* Master Program in Management, Faculty of Economics and Business, Universitas Muhammadiyah Jakarta, Indonesia
Suhendar Sulaeman Master Program in Management, Faculty of Economics and Business, Universitas Muhammadiyah Jakarta, Indonesia

DOI:

https://doi.org/10.55047/jekombital.v5i1.1222

Keywords:

Analytical Hierarchy Process (AHP), Generation Y, Promotional Strategies, Social Media, Travel Packages

Abstract

Advances in digital technology have transformed consumer behavior in obtaining information and selecting travel products, so tour and travel companies need promotional strategies that align with consumer characteristics. This study aims to analyze the factors that Generation Y considers when purchasing travel packages, determine priorities for promotional media, and identify the most suitable promotional strategies for PT Cheria Trip Bahagia. The research employs a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews, observation, and documentation, and strategies were prioritized using the Analytical Hierarchy Process (AHP) method. Eight experts were selected through purposive sampling. The AHP hierarchy comprised the objective of selling travel packages, four criteria (destinations, facilities, costs, and insurance), and six alternatives (influencers, digital marketing, social media, direct referrals, cashback, and conventional marketing). Cost had the highest priority (45.62%), followed by facilities (23.23%), insurance (22.27%), and destinations (8.89%). Social media ranked first under every criterion: 42.47% for destinations, 39.83% for facilities, 40.14% for cost, and 38.46% for insurance. Social media (particularly Instagram, Facebook, TikTok, and YouTube) plays a crucial role in reaching Generation Y through visual information, demographic and interest-based targeting, and customer engagement. Combining social media and digital marketing with conventional marketing can help PT Cheria Trip Bahagia expand its market reach and boost travel package sales.

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