Efektivitas Promosi melalui Twitter pada Perusahaan Pariwisata Bahari “Ibu Penyu”
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Abstract
Promotion via twitter performed by Travel Agents "Ibu Penyu" to marketing their service. In addition, the promotion was also made to introduce marine tourism in Indonesia. Twitter presence is considered as one of the media for marine tourism company in expanding economic activity. The purpose of this research are to analyze the characteristics of respondents and promotional activities, analyze the effectiveness of the promotion via twitter and analyze the correlation between the characteristics of the respondents and the effectiveness of promotional activities through the promotion of marine tourism company twitter "Ibu Penyu". The method used in data collection is via an online questionnaire that was distributed to the followers @ibupenyu. Data were analyzed using Spearman-rank correlation test and Chi-square difference test. The results in this study are twitter effective of the promotion. Factors related to the effectiveness of the promotion is age, education level, income level, the frequency of feedback messages, rate the attractiveness of the message, and clarity in the delivery of information.
Keywords: media, frequency of feedback messages, attractiveness of the message
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ABSTRAK
Promosi melalui twitter dilakukan oleh agen perjalanan "Ibu Penyu" untuk memasarkan layanan mereka. Selain itu, promosi juga dilakukan untuk memperkenalkan wisata bahari di Indonesia. Kehadiran twitter dianggap sebagai salah satu media untuk perusahaan wisata bahari dalam memperluas kegiatan ekonomi. Tujuan dari penelitian ini adalah untuk menganalisis karakteristik responden dan kegiatan promosi, menganalisis efektivitas promosi melalui twitter dan menganalisis hubungan antara karakteristik responden dan efektivitas kegiatan promosi melalui promosi wisata bahari twitter perusahaan "Ibu Penyu". Metode yang digunakan dalam pengumpulan data adalah melalui kuesioner online yang dibagikan kepada para pengikut @ibupenyu. Data dianalisis dengan menggunakan uji korelasi Spearman-rank dan uji beda Chi-square. Hasil dalam penelitian ini adalah keefektifan twitter pada promosi. Faktor yang berhubungan dengan efektivitas promosi adalah usia, tingkat pendidikan, tingkat pendapatan, frekuensi umpan balik pesan, menilai daya tarik pesan, dan kejelasan dalam penyampaian informasi.
Kata kunci: media, frekuensi umpan balik pesan, daya tarik pesanDownloads
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