How to Validate Consumer Self-Actualization or Narcissism through Social Media Services??
1Chusnul Rofiah, 2Elisabet Dita Septiari
1STIE PGRI Dewantara Jombang,
2Universitas Atma Jaya Yogyakarta
https://doi.org/10.47191/jefms/v7-i4-42
ABSTRACT:
This research takes the perspective of tour and travel service companies in providing services through consumer self-actualization behavior or narcissism and adopts Maslow's hierarchy of needs framework to capture motivational intentions (Pincus, 2023). Researchers believe the findings of this research can provide insight for tour and travel service companies to strategy (1) Validate consumers' self-actualization needs or narcissism through satisfying social media services and the use of social media, (2) Create social media platforms to support operational needs and provide online service. This research uses a simple research design method with triangulation theory. Qualitative research (Rofiah & Bungin, 2021) with a phenomenological approach. The research locus was located at an East Java tour & travel company. The focus of this research was conducted on: 10 tour & travel company owners in East Java. The data analysis technique used is Manual Data Analysis Procedure (MDAP) by Rofiah, (2022), from the results of interviews accompanied by triangulation of sources, methods and theories it was found that to validate tour and travel consumers there are 3 important things that must be done by tour and travel companies : (1) Marketing Objectives (Geographic Segmentation, Psychographic Segmentation, Determining the Size of Market Segments, Suitability and Suitability, Adjusted to Market Demand, Demographic Segmentation, Behavioral Segmentation, Potential from Competitors, Brand Positioning/Company name); (2) Marketing Logic (Flexible Services Offered, Different Service Products, Prices Taking Market Prices into Account, Staged Payment System, Human Resources Based on Generations, Varied Products and Services, Offering a Guarantee System, Discounts/Rebates, Good Employee Attitudes ); (3) Promotion (Strategic Location, Easy Ordering Process, Dividing Marketing Team Based on Generation, Prioritizing Consumer Convenience, Online and Offline Promotion, Giving Door Prizes, Establishing Good Communication/Relationships, Following Trends/Something Viral)
KEYWORDS:
tour and travel company marketing strategy, Validation of self-actualization needs, Marketing Objectives, Marketing Logic, Promotion
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