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http://repository.ipb.ac.id/handle/123456789/134918
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DC Field | Value | Language |
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dc.contributor.advisor | Riyanto, Sutisna | - |
dc.contributor.advisor | Aulia, Titania | - |
dc.contributor.author | Husein, Nada Mufidah | - |
dc.date.accessioned | 2024-01-16T23:58:32Z | - |
dc.date.available | 2024-01-16T23:58:32Z | - |
dc.date.issued | 2024 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/134918 | - |
dc.description.abstract | Seiring berkembangnya teknologi dan internet di Indonesia memunculkan media-media baru dalam media promosi salah satunya adalah media sosial. Media promosi digunakan pada berbagai bidang usaha salah satunya pada bidang pariwisata khususnya ekowisata yang merupakan wisata alam berbasis pendidikan dan berkelanjutan, sehingga diperlukannya media promosi yang efektif. Tujuan dari penelitian ini adalah untuk menganalisis efektivitas media sosial @kebunraya_id sebagai media komunikasi pemasaran ekowisata di Kebun Raya Bogor. Metode yang digunakan adalah analisis data primer dan sekunder dengan pendekatan kuantitatif yang didukung oleh data kualitatif. Teknik pengambilan sampel yang digunakan adalah teknik accidental sampling dengan jumlah responden sebanyak 50 orang yang merupakan pengunjung Kebun Raya Bogor. Hasil penelitian menunjukan media sosial @kebunraya_id tergolong cukup efektif sebagai media komunikasi pemasaran dengan rataan skor yang cukup tinggi yaitu 2,97 dalam skala 1-4. Faktor-faktor yang berhubungan dengan efektivitas media sosial @kebunraya_id, yaitu karakteristik media sosial berhubungan nyata dengan action dan share, serta keterdedahan media sosial yang berhubungan nyata dengan attention, interest, search, dan share. | id |
dc.description.abstract | Along with the development of technology and the internet in Indonesia, new media have emerged in promotional media, one of which is social media. Promotional media is used in various business fields, one of which is in the field of tourism, especially ecotourism which is an education-based and sustainable nature tourism, so that effective promotional media is needed. The purpose of this study was to analyze the effectiveness of social media @kebunraya_id as an ecotourism marketing communication media at the Bogor Botanical Garden. The method used is primary and secondary data analysis with a quantitative approach supported by qualitative data. The sampling technique used is accidental sampling technique with a total of 50 respondents who are visitors to the Bogor Botanical Garden. The results showed that social media @kebunraya_id is quite effective as a marketing communication medium with a fairly high average score of 2.97 on a scale of 1-4. Factors related to the effectiveness of social media @kebunraya_id, namely social media characteristics are significantly related to action and share, as well as social media discoverability which is significantly related to attention, interest, search, and share. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Efektivitas Media Sosial @kebunraya_id sebagai Media Komunikasi Pemasaran Ekowisata Kebun Raya Bogor | id |
dc.title.alternative | The Effectiveness of Social Media @Kebunraya_Id as Ecotourism Marketing Communication Media Bogor Botanical Garden | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | ecoturism | id |
dc.subject.keyword | marketing communication | id |
dc.subject.keyword | social media effectiveness | id |
Appears in Collections: | UT - Communication and Community Development |
Files in This Item:
File | Description | Size | Format | |
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Final_Skripsi_Nada Mufidah Husein_I34180007 COVER.pdf Restricted Access | Cover | 342.02 kB | Adobe PDF | View/Open |
I34180007_Nada Mufidah Husein.pdf Restricted Access | Fulltext | 2.13 MB | Adobe PDF | View/Open |
LAMPIRAN.pdf Restricted Access | Lampiran | 951.47 kB | Adobe PDF | View/Open |
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