PENGARUH INTERNET MARKETING MELALUI WEBSITE TERHADAP BRAND AWARENESS

Syahputra, Bambang Trinugraha (2016) PENGARUH INTERNET MARKETING MELALUI WEBSITE TERHADAP BRAND AWARENESS. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri pariwisata telah difokuskan pada penilaian dan pengukuran brand awareness. Permasalahan yang sedang dihadapi oleh destinasi wisata pada saat ini adalah masih rendahnya brand awareness partisipan, ini terjadi di beberapa penyedia jasa wisata salah satunya Wisata Bandung Offroad. Wisata Bandung Offroad selalu berupaya untuk meningkatkan brand awareness wisatawan dengan menerapkan website pada promosinya. Penelitian ini bertujuan untuk mengetahui gambaran website dan brand awareness serta pengaruh website terhadap brand awareness. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan menggunakan metode explanatory survey dan pendekatan cross sectional. Sampel dalam penelitian ini adalah 25 perusahaan melakukan offroad di Wisata Bandung Offroad, karena penelitian ini menggunakan responden Business to Business dan teknik yang digunakan adalah teknik sample jenuh, sementara teknik analisis data yang digunakan adalah regresi berganda. Variabel independen dalam penelitian ini adalah website (X) yang terdiri dari navigation bar (X1), individual hyperlink (X2), image maps (X3), dan search option (X4). Variabel dependen dalam penelitian ini adalah brand awareness (Y) yang dilihat berdasarkan aided recall, spontaneous brand recall, dan top of mind recall. Hasil penelitian yang diperoleh secara simultan terdapat pengaruh yang signifikan antara website dan brand awareness. Sedangkan secara parsial, image maps dan search option tidak menunjukkan pengaruh yang signifikan terhadap brand awareness. :--- The tourism industry has been focused on the assessment and measurement of brand awareness. The problems being faced by the tourist destinations at the moment is the low brand awareness of participants, this has happened in one travel service provider Tourism Bandung Offroad. Travel Bandung Offroad always working to increase brand awareness rating by applying on the website promotion. This study aims to describe the website and brand awareness and influence on brand awareness website. This type of research is descriptive and verification using explanatory survey method and cross sectional approach. The sample in this study is 25 companies doing offroad in Bandung Travel Offroad, because this research uses respondent Business to Business and engineering techniques used are saturated samples, while the data analysis technique used is multiple regression. Independent variable in this study is the website (X), which consists of a navigation bar (X1), individual hyperlink (X2), image maps (X3), and a search option (X4). Dependent variables in this study is brand awareness (Y) is seen by the aided recall, spontaneous brand recall, and top of mind recall. The results obtained simultaneously a significant difference between the website and brand awareness. While partially, image maps and a search option does not show a significant effect on brand awareness.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S MPP SYA p 2016 Pembimbing: I. Vanessa Gaffar, II. Oce Ridwanudin
Uncontrolled Keywords: Internet Marketing, Website, Brand Awareness, Wisata Bandung Offroad, Internet Marketing, Website, Brand Awareness, Wisata Bandung Offroad
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mr mhsinf 2017
Date Deposited: 12 Oct 2017 03:39
Last Modified: 12 Oct 2017 03:39
URI: http://repository.upi.edu/id/eprint/27023

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