PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN BERKUNJUNG (SURVEI TERHADAP PENGUNJUNG INDIVIDU YANG MENDAPATKAN INFORMASI MELALUI AKUN MEDIA SOSIAL INSTAGRAM JUNGLELAND ADVENTURE THEME PARK SENTUL BOGOR)
The purpose of this study was to determine how the influence of social media marketing on the decision to visit the Jungleland Adventure Theme Park Sentul Bogor. The independent variable (X) in this study is social media marketing which consists of several sub dimensions, namely entertainment, inter...
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| Format: | Book |
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2020-11-11.
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| Summary: | The purpose of this study was to determine how the influence of social media marketing on the decision to visit the Jungleland Adventure Theme Park Sentul Bogor. The independent variable (X) in this study is social media marketing which consists of several sub dimensions, namely entertainment, interaction, trendiness, word of mouth and customization and the dependent variable (Y) is the decision to visit. The method used is a survey using judgmental sampling technique with a total of 200 respondents consisting of individual visitors who get information through the Instagram social media account Jungleland Adventure Theme Park Sentul Bogor. The data analysis technique used is multiple regression with the help of the IBM SPSS for Windows 20.0 program. Trendiness, word of mouth, and customization get the highest ratings. Meanwhile, entertainment and interaction have the lowest score. The results showed that the social media marketing variables together had a significant influence on the decision to visit the Jungleland Adventure Theme Park Sentul Bogor. However, separately there are only three sub-dimensions of the social media marketing variable that have a significant effect on visiting decisions. Keywords- social media marketing, visiting decisions |
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| Item Description: | http://repository.upi.edu/59756/1/S_MPP_1607084_Title.pdf http://repository.upi.edu/59756/2/S_MPP_1607084_Chapter1.pdf http://repository.upi.edu/59756/3/S_MPP_1607084_Chapter2.pdf http://repository.upi.edu/59756/4/S_MPP_1607084_Chapter3.pdf http://repository.upi.edu/59756/5/S_MPP_1607084_Chapter4.pdf http://repository.upi.edu/59756/6/S_MPP_1607084_Chapter5.pdf http://repository.upi.edu/59756/7/S_MPP_1607084_Appendix.pdf |