EFEKTIVITAS PROMOSI PAKET TOUR MELALUI MEDIA SOSIAL INSTAGRAM DI GANDAPURA HOLIDAY, BANDUNG
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Institusion
Politeknik Pariwisata NHI Bandung
Author
Arianto, Felix Santoso
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-28 04:23:34
Abstract :
Gandapura Holiday is a travel agency that conducts its personal selling and advertising activities through Instagram by selling various products such as tour packages, travel tickets, and hotel vouchers. This research goal is to determine the the effectivity of the company promotion activities on their Instagram @gandapuraholiday using a model known as AIDA by measuring customer?s attention, interest, desire, and actions of the company. The research method used in this research is descriptive research method with quantitavite approach. Data collection techniques were carried out by using questionnaire and literature studies. The sample in this research was picked using purposive sampling technique by determining some special selection or probability. Based on the research that has been conducted, the sales of the tour package through Instagram @gandapuraholiday has three dimensions which can be categorized into good criteria and one dimension of action with average criteria or in other word, enough. Dimension of action is the last stage than three other dimensions, and the promotion through Instagram needs to be improved by the way of increasing the lowest indicator in three dimensions of Attention, Interest and Desire, most importantly the rational motivation indicator in order to increase the sales growth of Gandapura Holiday. Key Words: Travel Bureau, Promotion, Social Media, Instagram, AIDA Model
Gandapura Holiday is a travel agency that conducts its personal selling and advertising activities through Instagram by selling various products such as tour packages, travel tickets, and hotel vouchers. This research goal is to determine the the effectivity of the company promotion activities on their Instagram @gandapuraholiday using a model known as AIDA by measuring customer?s attention, interest, desire, and actions of the company. The research method used in this research is descriptive research method with quantitavite approach. Data collection techniques were carried out by using questionnaire and literature studies. The sample in this research was picked using purposive sampling technique by determining some special selection or probability. Based on the research that has been conducted, the sales of the tour package through Instagram @gandapuraholiday has three dimensions which can be categorized into good criteria and one dimension of action with average criteria or in other word, enough. Dimension of action is the last stage than three other dimensions, and the promotion through Instagram needs to be improved by the way of increasing the lowest indicator in three dimensions of Attention, Interest and Desire, most importantly the rational motivation indicator in order to increase the sales growth of Gandapura Holiday. Key Words: Travel Bureau, Promotion, Social Media, Instagram, AIDA Model
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