PENGARUH NARASI PRODUK DAN FOTO PRODUK TERHADAP PRESEPSI KUALITAS DAN MINAT BELI WISATAWAN MELALUI PORTAL DIGITAL AGODA
Dublin Core
Title
PENGARUH NARASI PRODUK DAN FOTO PRODUK TERHADAP PRESEPSI KUALITAS DAN MINAT BELI WISATAWAN MELALUI PORTAL DIGITAL AGODA
Subject
Sustainable Business, Digital Marketing, Copy Writing, Photo Products
Description
The development of digital technology has forced tourism industry players to adopt various digital platforms. This study aims to test the effectiveness of the AGODA digital portal as a marketing channel. This research was conducted to complement previous research on other digital portals such as tiket.com, traveloka, and several other portals. The quantitative research design was carried out by distributing questionnaires as a data
collection technique and two experiments were carried out. The first experiment was to test the effect of product narrative (copy writing), while the second experiment tested the effect of product photo quality on the perception of quality and tourists' buying interest. Based on the research conducted, the first experiment shows that the influence of product narrative (copy writing) affects the perception of quality and tourist buying interest. While in the second experiment, through MANCOVA analysis to see the involvement of
respondents who chose five-star hotels, there was a significant difference between the two groups of respondents. Respondents in each experimental group have confidence that the perceived quality and purchase interest are higher than in the control group. This study has limitations because it only examines one digital portal, namely AGODA. Several other digital portals, such as traveloka, pegi-pegi, and tiket.com, have differences when
compared to AGODA. The implication of this research is that if the influence of product
narrative (copy writing) has a big impact on marketing activities, it needs to be developed.
collection technique and two experiments were carried out. The first experiment was to test the effect of product narrative (copy writing), while the second experiment tested the effect of product photo quality on the perception of quality and tourists' buying interest. Based on the research conducted, the first experiment shows that the influence of product narrative (copy writing) affects the perception of quality and tourist buying interest. While in the second experiment, through MANCOVA analysis to see the involvement of
respondents who chose five-star hotels, there was a significant difference between the two groups of respondents. Respondents in each experimental group have confidence that the perceived quality and purchase interest are higher than in the control group. This study has limitations because it only examines one digital portal, namely AGODA. Several other digital portals, such as traveloka, pegi-pegi, and tiket.com, have differences when
compared to AGODA. The implication of this research is that if the influence of product
narrative (copy writing) has a big impact on marketing activities, it needs to be developed.
Creator
Agung Sulistyo, Suhartapa, Rosalina Nur Annisa
Source
https://jurnal.stieww.ac.id/index.php/jrm/issue/view/38
Publisher
STIE Widya Wiwaha
Date
Juli 2022
Contributor
Sri Wahyuni
Rights
Online ISSN : 2624-492X
Print ISSN : 2355-9381
Print ISSN : 2355-9381
Format
PDF
Language
Indonesian
Type
Text
Coverage
Jurnal Riset Manajemen STIE Widya Wiwaha 2022
Files
Collection
Citation
Agung Sulistyo, Suhartapa, Rosalina Nur Annisa, “PENGARUH NARASI PRODUK DAN FOTO PRODUK TERHADAP PRESEPSI KUALITAS DAN MINAT BELI WISATAWAN MELALUI PORTAL DIGITAL AGODA,” Repository Horizon University Indonesia, accessed December 27, 2024, https://repository.horizon.ac.id/items/show/5509.