PENGARUH MOBILE ONLINE VIDEO MARKETING TERHADAP MINAT PEMBELIAN PAKET MEETING COURTYARD BY MARRIOTT BANDUNG DAGO

Yogie Fauzi Rizal, - (2020) PENGARUH MOBILE ONLINE VIDEO MARKETING TERHADAP MINAT PEMBELIAN PAKET MEETING COURTYARD BY MARRIOTT BANDUNG DAGO. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Teknologi internet menyebabkan perubahan didalam industri MICE dikarenakan pemasaran dan promosi MICE akan pemilihan media didalam industri periklanan harus dilakukan dengan tepat, dikarenakan semakin ketatnya persaingan didalam dunia bisnis MICE. Terjadinya persaingan yang ketat membuat produsen berlomba-lomba sebisa mungkin menarik konsumen dengan teknik yang berbeda seperti teknik video marketing. Dengan demikian tujuan dari penelitian ini adalah untuk mengetahui efektifitas mobile online video marketing terhadap minat pembelian paket meeting. Data dikumpulkan dari kuesioner yang disebarkan kepada 100 responden yang menonton online video marketing yang berada pada Instagram Courtyardbandung. Metode kuantitatif dengan pendekatan deksriptif dipilih untuk dapat menjawab rumusan masalah. Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan dari online video marketing terhadap minat beli paket meeting di Courtyard by Marriott Bandung Dago dengan aspek yang paling mempengaruhi adalah aspek menimbulkan perhatian bagi konsumen, sedangkan aspek yang paling rendah yaitu menghasilkan suatu tindakan dikarenakan tidak adanya lagi dorongan untuk mengetahui lebih lanjut tentang isi dari video tersebut. Internet technology leads to changes in the MICE industry due to MICE marketing and promotion to the media selection in the advertising industry must be done appropriately. Due to the intense competition in the world MICE business the occurrence of strict competition makes producers compete as much as possible attracting consumers with different techniques such as video marketing techniques. Thus the purpose of this research is to know the effectiveness of mobile online video marketing against the interest of purchasing meeting packages. Data is collected from questionnaires distributed to 100 respondents who watch online video marketing on Instagram Courtyardbandung. A quantitative method with a and approach was chosen to be able to answer the problem formulation. The results of this study showed that there are positive and significant influences from online video marketing to the interest in buying meeting packages at Courtyard by Marriott Bandung, with the most influence aspect is the aspect of raising attention for consumers, while the least aspect is to produce an action due to no more encouragement to know more about the content of the video.

Item Type: Thesis (S1)
Uncontrolled Keywords: Video Marketing, Mobile Video, Online Video Marketing, Paket Meeting, video marketing, mobile video, online video marketing, meeting package
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User: Yogie Fauzi Rizal
Date Deposited: 25 Sep 2020 01:41
Last Modified: 25 Sep 2020 01:41
URI: http://repository.upi.edu/id/eprint/54288

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