Sagala, Darlina Jemesti Boru (2023) PENGARUH STRATEGI DIGITAL MARKETING TERHADAP MINAT BERKUNJUNG DI BANDUNG ZOO. Skripsi(S1) thesis, FISIP UNPAS.
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Abstract
This research entitled“THE EFFECT OF STRATEGYDIGITAL MARKETING ON INTEREST IN VISITING THE BANDUNG ZOO”.The purpose of this research is to find out how much influence the strategy hasyour digital marketg of interest in visiting the Bandung Zoo. This study uses a quantitative method using the theory of Onong Efendy (2003) in his book Science, Theory and Philosophy of Communication, namely the AIDDA Model (Attention, Interest, Desire, Decision, Action) and conceptsDigital Marketing Trifecta which is divided into three dimensions viz Owned Media, Paid Media, dan Earned Media. Collecting data in this study using questionnaires. Sampling was done by methodprobability sampling with techniquesimple random sampling. The sample in this study was 100 respondents with Bandung Zoo as research subjects and visitors to Bandung Zoo as research objects in this study. The analysis tool used to manage data uses the SPSS version 25 application. The results of this descriptive analysis research show that strategydigital marketing consisting of dimensionsowned media, paid media, dan earned media. Being in the good category. In the simple linear regression analysis it can be concluded that the stimulant has a significant effect. Based on the results of the test for the coefficient of determination, a value of 54.16% was obtained. The digital marketing strategy had an effect on interest in visiting the Bandung Zoo. While the remaining 45.84% is influenced by other variables not examined in this study. Keywords: Digital marketing strategy, AIDDA theory of interest in visiting, Bandung zoo
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2023 |
| Depositing User: | mr yogi - |
| Date Deposited: | 11 Apr 2023 02:13 |
| Last Modified: | 11 Apr 2023 02:13 |
| URI: | http://repository.unpas.ac.id/id/eprint/63098 |
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