PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION PADA PAKET WISATA OFFROAD DI BANDUNG OFFROAD

Faizal Hakim, - (2018) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION PADA PAKET WISATA OFFROAD DI BANDUNG OFFROAD. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Keputusan pembelian adalah salah satu yang menjadi tolak ukur dalam kesuksesan sebuah aktivitas marketing, khususnya pada pariwisata olahraga. Bandung Offroad merupakan salah satu penyedia jasa wisata offroad yang sedang menghadapi penurunan jumlah target pembelian dan bersaing dengan kompetitor yang ada di Bandung. Pada penelitian ini, variabel bebas (X) yang digunakan yaitu Social Media Marketing yang terdiri dari entertainment, interaction, dan word of mouth. Variabel terikat (Y) yaitu Purchase decision. Penelitian ini menggunakan jenis penelitian deskriptif dan kausalitas (verifikatif) dan metode penelitian yang digunakan adalah pendekatan cross sectional dan metode explanatory survey dengan sample jenuh sebanyak 99 PIC grup. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukan bahwa social media marketing yang terdiri dari entertainment, interaction, dan word of mouth memberikan pengaruh yang signifikan terhadap purchase decision. Faktor yang paling mempengaruhi adalah entertainment, Bandung Offroad berhasil membuat PIC grup merasa terhibur atas setiap konten yang dibagikan karena dapat melihat moment kegiatan wisata offroad yang dapat memacu adrenalin. Faktor yang memberikan pengaruh paling rendah adalah interaction, aspek ini perlu ditingkatkan dengan selalu memberikan fast response pada setiap pesan yang dikirimkan oleh calon partisipan baik itu melalui direct message instagram, email, whatsapp, maupun melalui saluran telepon. ;---Purchase decision is one of an issue that becomes the benchmark of successful marketing activities in tourism field, mainly in sport tourism. Bandung Offroad is one of the offroad tour provider in Bandung, which is facing up the decrease in purchase decision and more competitors offroad tour provider in Bandung. On this research, the independent variable (X) used is Social Media Marketing consisting of entertainment, interaction and word of mouth. The dependent variable (Y) is Purchase Decision. The types of research used is descriptive verification, and the method used is explanatory survey and cross sectional approach with saturation sampling technique, therefore the minimum sample size is as many as 99 PIC of group. Techniques of data analysis and hypothesis testing used multiple linear regression. The results indicated that social media marketing that consists of entertainment, interaction and word of mouth have a significant influence on purchase decision. The most influential factors is entertainment, where Bandung Offroad has successfully made PIC of group feel entertained that any content that shared by Bandung Offroad because it can see the moment of offroad activities that can spur the adrenaline. The weakest factors that influence purchase decision is interaction, this aspect needs to be improved by giving fast response on any messages sent by prospective participants either through direct message Instagram, email, whatsapp, and by phone.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP FAI p-2018; Pembimbing : I. Rini Andari, II. Oce Ridwanudin; NIM : 1305487.
Uncontrolled Keywords: Social Media Marketing, Social Media, Wisata Offroad, Purchase decision, dan Bandung Offroad, Social Media Marketing, Social Media, Offroad Tour, Purchase Decision, and Bandung Offroad.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Zahra
Date Deposited: 13 Feb 2020 07:56
Last Modified: 13 Feb 2020 07:56
URI: http://repository.upi.edu/id/eprint/45701

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