Eksitasari, Ayu Dianapramesti (2025) Pengaruh Komunikasi Pemasaran terhadap Keputusan Pembelian Paket Wisata Travel Ziarah Hati Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
21045010071_COVER.pdf Download (1MB) |
|
Text (BAB 1)
21045010071_BAB I.pdf Download (300kB) |
|
Text (BAB 2)
21045010071_BAB II.pdf Restricted to Repository staff only until 4 August 2027. Download (373kB) |
|
Text (BAB 3)
21045010071_BAB III.pdf Restricted to Repository staff only until 4 August 2027. Download (241kB) |
|
Text (BAB 4)
21045010071_BAB IV.pdf Restricted to Repository staff only until 4 August 2027. Download (648kB) |
|
Text (BAB 5)
21045010071_BAB V.pdf Download (286kB) |
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (308kB) |
|
Text (LAMPIRAN)
21045010071_LAMPIRAN.pdf Restricted to Repository staff only Download (1MB) |
Abstract
This study aims to analyze the extent to which marketing communication influences the purchasing decisions of tour packages made by tourists or pilgrims at Travel Ziarah Hati Indonesia. The research adopts the marketing communication theory, incorporating the AIDA model (Attention, Interest, Desire, Action) as the primary analytical framework. Travel Ziarah Hati Indonesia, established in 2014, operates in a highly competitive environment, particularly with other tour and travel agencies in Surabaya. In addition to this competition, the increasing trend of Umrah travel in Indonesia has intensified efforts among travel agencies to attract customers through both conventional and digital marketing strategies. As a religious travel agency, Travel Ziarah Hati Indonesia utilizes a combination of these approaches to reach prospective customers. The AIDA model is employed to assess the effectiveness of the agency's marketing communication in influencing customer purchase decisions. This research uses a quantitative approach through a survey method, distributing questionnaires to the Instagram followers of Travel Ziarah Hati Indonesia to collect primary data. The data were then processed using statistical analysis to examine the relationship between the AIDA components (attention, interest, desire, and action) and the decision to purchase a tour package. The findings indicate that each of the four variables has a partial but significant influence on purchasing decisions. Keywords: Marketing Communication, Purchase Decision, AIDA Model, Tour Packages, Religious Tourism
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Department of Tourism | ||||||||
| Depositing User: | Ayu Dianapramesti Eksitasari | ||||||||
| Date Deposited: | 04 Aug 2025 03:28 | ||||||||
| Last Modified: | 04 Aug 2025 03:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41511 |
Actions (login required)
 |
View Item |