Strengthening Communication Strategy and Utilization of e-WOM to Increase Competitiveness of PT. Duta Mitra Tour

Abstract

PT. Duta Mitra Lestari began its business as a provider of office supplies before eventually establishing PT. Duta Mitra Tour in 2022, specializing in travel services, Umrah, and Hajj. To expand its market reach and enhance its reputation, the company formed strategic partnerships, including one with Pondok Karya Pembangunan-Jakarta Islamic School (PKP-JIS). However, PT. Duta Mitra Tour faces challenges in optimizing its digital marketing strategy, particularly in leveraging Electronic Word of Mouth (e-WOM) and Customer Relationship Management (CRM) to strengthen customer loyalty. To address these challenges, PKM Team from Universitas Muhammad Husni Thamrin conducted training for PT. Duta Mitra Tour employees. This training aimed to enhance communication skills and digital marketing strategies through case studies and interactive simulations. Regular evaluations were carried out to assess the effectiveness of the strategies implemented. It is expected that this training will help the company utilize customer reviews as an effective promotional tool and optimize CRM to build stronger relationships with customers. By improving its communication strategy, PT. Duta Mitra Tour has the potential to increase its competitiveness through continuous innovation, strategic collaboration, and human resource development.