DAFTAR ISI

Halaman Judul Luar .........................................................................................................i

Halaman Judul Dalam .....................................................................................................ii

Halaman Pernyataan Orisinalitas.....................................................................................iii

Halaman Persetujuan Pembimbing...................................................................................iv

Halaman Pernyataan Persetujuan Publikasi LTA..............................................................v

Abstrak.............................................................................................................................vi

Kata Pengantar...............................................................................................................viii

Daftar Isi............................................................................................................................x

Daftar Tabel..................................................................................................................xxiv

Daftar Gambar.................................................................................................................xv

BAB 1 PENDAHULUAN................................................................................................1

1.1 Latar Belakang...............................................................................................1

1.2 Ruang Lingkup..............................................................................................1

1.3 Tujuan dan Manfaat.......................................................................................2

1.3.1 Tujuan Penulisan.................................................................................2

1.3.2 Manfaat Penulisan...............................................................................2

1.4 Metodologi Penulisan....................................................................................2

1.4.1 Metode Pengumpulan data..................................................................2

1.4.2 Metode Analisis...................................................................................3

1.5 Sistematika Penulisan....................................................................................4

BAB 2 LANDASAN TEORI...........................................................................................5

2.1 Teori Umum..................................................................................................5

2.1.1 Pengertian Strategy..............................................................................5

2.1.2 Pengertian Pemasaran..........................................................................5

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2.1.3 Perbedaan Manajemen Pemasaran......................................................5

2.1.4 Pengertian Internet..............................................................................5

2.1.5 Pengertian Business to Business..........................................................9

2.1.6 Pengertian Activity Diagram ..............................................................9

2.1.7 Pengertian Database ...........................................................................9

2.2 Teori Khusus...............................................................................................10

2.2.1 Pengertian E-Marketing....................................................................10

2.2.2 Pengertian SOSTAC...........................................................................10

2.2.2.1 Pengertian Situation Analysis................................................11

2.2.2.2 Pengertian Objective..............................................................12

2.2.2.3 Pengertian Strategy................................................................14

2.2.2.4 Pengertian Tactics.................................................................16

2.2.2.5 Pengertian Action..................................................................18

2.2.2.6 Pengertian Control.................................................................18

2.3 Metode Prototype Website E-Marketing.....................................................19

BAB 3 ANALISIS SISTEM YANG BERJALAN..........................................................25

3.1 Sejarah LINTAS SURYA TOUR..................................................................25

3.2 Struktur Organisasi........................................................................................25

3.3 Proses Marketing Berjalan.............................................................................26

3.3.1 Sistem Penjualan Paket Tour...............................................................27

3.3.2 Sistem Penyewaan Bus........................................................................27

3.4 Situation Analysis..........................................................................................27

3.4.1 Analisis Strength and Weakness..........................................................27

3.4.2 Analisis Opportunities and Threat......................................................28

3.4.3 Competitor Analysis............................................................................30

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3.5 Objectives.......................................................................................................31

3.6 Strategy..........................................................................................................32

3.6.1 Segments, Target Markets, Online Value Proposition, Positioning

sebelum E-Marketing..........................................................................32

3.7 Tactics............................................................................................................33

3.8 Analisis Biaya Pemasaran sebelum E-Marketing..........................................35

BAB 4 PERANCANGAN WEBSITE E-MARKETING.................................................36

4.1 Proses Pemasaran Sesudah E-Marketing.......................................................36

4.2 Penerapan Tactic untuk Mencapai Strategy E-Marketing.............................37

4.3 Rancangan Site Structure Diagram...............................................................40

4.4 Rancangan Wireframes..................................................................................41

4.5 Rancangan Database.....................................................................................49

4.6 Action.............................................................................................................51

4.6.1 Rancangan jadwal kerja dan sumber daya dalam pembuatan aplikasi

website..................................................................................................51

4.7 Control...........................................................................................................54

4.7.1 Testing dan Review untuk menguji performa website e-marketing

perusahaan............................................................................................54

4.7.2 Hasil Analisa Google Analytic.............................................................66

4.8 Analisis Biaya Pemasaran Sesudah E-Marketing..........................................55

BAB 5 Simpulan dan Saran.............................................................................................60

5.1 Simpulan.......................................................................................................60

5.2 Analisis Efisiensi Biaya Setelah Penerapan E-Marketing............................60

5.2 Saran.............................................................................................................61

DAFTAR PUSTAKA......................................................................................................62

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LAMPIRAN

RIWAYAT HIDUP

SURAT SURVEI

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DAFTAR TABEL

Tabel 2.1 Tabel Analisa SWOT (sumber: Chaffey&Smith P.R (2008, p. 443).............12

Tabel 2.2 Tabel Objectives for the 5Ss of e-marketing (Chaffey. (2008, p. 23)………12

Tabel 3.1 SWOT (Strength, Weakness, Opportunities, Threats) Lintas Surya Tour......29

Tabel 3.2 Biaya Pemasaran Sebelum E-Marketing ........................................................35

Tabel 4.1 Database Admin..............................................................................................49

Tabel 4.2 Database Bus_Info..........................................................................................49

Tabel 4.3 Database Bus_Info_image..............................................................................49

Tabel 4.4 Database City..................................................................................................49

Tabel 4.5 Database Contact_us.......................................................................................49

Tabel 4.6 Database Content............................................................................................50

Tabel 4.7 Database Destination_guide...........................................................................50

Tabel 4.8 Database Destination_guide_image................................................................50

Tabel 4.9 Database front_banner....................................................................................50

Tabel 4.10 Database hot_deals.......................................................................................50

Tabel 4.11 Database news...............................................................................................50

Tabel 4.12 Database social_media.................................................................................51

Tabel 4.13 Database testimonial.....................................................................................51

Tabel 4.14 Database tour_package.................................................................................51

Tabel 4.15 Rincian Hardware dan Software...................................................................52

Tabel 4.16 Perancangan Pembangunan Aplikasi website CV.Lintas Surya Tour...........52

Tabel 4.17 Analisis biaya pemasaran sesudah E-Marketing...........................................58

Tabel 5.1 Perbandingan sebelum dan sesudah e-marketing............................................60

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DAFTAR GAMBAR

Gambar 2.1 Perbedaan model komunikasi antara: a)traditional media, b)new media

Chaffey (2006, p21)……………………………………………………….6

Gambar 2.2 Derajat individualisation atau personalisation pada: a) traditional media ,

b)new media, Chaffey (2006, p23)...........................................................7

Gambar 2.3 Contoh Activity Diagram John W. Satzinger, Robert Jackson&Stephen Burd

(2009,P.141)………………………………….……………………………9

Gambar 2.4 Kerangka Perancanaan SOSTAC® Chaffey&Smith P.R ( 2008, p.4)…..11

Gambar 2.5 Keys aspects of the 7Ps of the classic marketing mix (Sumber:

Chaffey&Smith P.R (2008, p. 51)).............................................................15

Gambar 2.6 Empat Tahap Dari Kegiatan Prototyping Website Secara Umum (Sumber:

Chaffey, Chadwick, Johnston, & Mayer (2006, p.308))……...…………..21

Gambar 2.7 Site Structure Diagram (Sumber: Chaffey, Chadwick, Johnston, & Mayer,

(2006, p. 320)).............................................................................................23

Gambar 2.8 Contoh Rancangan Wireframes (Sumber: Chaffey, Chadwick, Johnston, &

Mayer (2006, p. 321..................................................................................23

Gambar 3.1 Struktur perusahaan Lintas Surya Tour.......................................................25

Gambar 3.2 Activity Diagram marketing perusahaan sebelum E-marketing..................26

Gambar 3.3 Grafik Apakah anda mengetahui Lintas Surya Tour...................................36

Gambar 3.4 Grafik Apakah anda pernah menggunakan jasa Lintas Surya Tour............36

Gambar 3.5 Grafik Setujukah anda jika CV.Lintas Surya Tour membuat website untuk

Pemasaran....................................................................................................36

Gambar 3.6 Grafik Apakah anda tahu tentang promo yang diadakan oleh Lintas Surya

Tour.............................................................................................................36

Gambar 3.7 Grafik Menurut anda apakah media sosial efektif untuk sarana pemasaran

Jasa...............................................................................................................36

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Gambar 3.8 Grafik Pernahkah anda mendapatkan informasi tentang Lintas Surya Tour

Melalui media sosial....................................................................................36

Gambar 3.9 Grafik Informasi apa yang anda harapkan didalam website Lintas Surya

Tour.............................................................................................................36

Gambar 3.10 Grafik Puaskah anda dengan sistem pelayanan Lintas Surya Tour...........36

Gambar 3.11 Grafik Menurut anda mana yang lebih efektif untuk promosi jasa Lintas

Surya Tour.................................................................................................36

Gambar 3.12 Grafik Pernahkah anda menggunakan media sosial untuk mencari jasa

Tour...........................................................................................................36

Gambar 4.1 Proses Pemasaran Sesudah E-Marketing.....................................................36

Gambar 4.2 Site Structure Diagram untuk Public..........................................................40

Gambar 4.3 Site Structure Back End untuk Admin.........................................................40

Gambar 4.4 Wireframe Home public site........................................................................41

Gambar 4.5 Wireframe Tour Package public site...........................................................41

Gambar 4.6 Wireframe Destination public site...............................................................42

Gambar 4.7 Wireframe Rent a Bus pulic site..................................................................42

Gambar 4.8 Wireframe Testimonial public site...............................................................43

Gambar 4.9 Wireframe About Us public site...................................................................43

Gambar 4.10 Wireframe News public site.......................................................................44

Gambar 4.11 Wireframe Contact Us public site..............................................................44

Gambar 4.12 Wireframe Home admin site......................................................................45

Gambar 4.13 Wireframe City admin site.........................................................................45

Gambar 4.14 Wireframe Destination Guide admin site..................................................46

Gambar 4.15 Wireframe Hot Deals admin site...............................................................46

Gambar 4.16 Wireframe Tour Package admin site.........................................................47

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Gambar 4.17 Wireframe Bus Info admin site..................................................................47

Gambar 4.18 Wireframe Testimonial admin site.............................................................48

Gambar 4.19 Wireframe User Profile admin site............................................................48

Gambar 4.20 Chart Visitors Overview............................................................................55

Gambar 4.21 Visitors Overview.......................................................................................55

Gambar 4.22 New Visitors vs Returning Visitors............................................................56

Gambar 4.23 Laporan dari lokasi Pengunjung................................................................56

Gambar 4.24 Print Screen pada search engine google....................................................57

Gambar 4.25 Print Screen Meta Description pada search engine google......................57

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