Institutional Repository UIN Sunan Kalijaga YogyakartaSTUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTANIM.: 22102040002Muhammad Agil HuseinauthorThe rapid growth of the Umrah travel industry requires travel agencies to implement adaptive and comprehensive marketing strategies to remain competitive in a high-involvement service sector. This study aims to analyze and compare the effectiveness of purchasing decisions between pilgrims who register through digital marketing channels and those who use conventional marketing channels at PT Nur Ramadhan Wisata Yogyakarta. This research employs a quantitative comparative approach. Primary data were collected from 155 respondents, consisting of 84 pilgrims from the digital marketing group and 71 pilgrims from the conventional marketing group, selected using the purposive sampling technique. The variables were measured using a Likert scale, and the data were analyzed using the Independent Sample T-Test. The descriptive statistical analysis indicates that the average score for the digital marketing group is 84.61, and the conventional group is 86.38, both falling within the "Neutral" category. The hypothesis testing yielded a Sig. (2-tailed) value of 0.050 with a t-count (1.973) lower than the t-table value (1.976) at df=153. This primary finding confirms that there is no statistically significant difference in effectiveness between the two marketing channels regarding the overall purchasing decision. However, in the specific dimensional analysis, conventional marketing proved to be significantly superior in accelerating the purchase timing dimension due to physical validation and face-to-face interaction. In conclusion, digital and conventional marketing are equally effective and complementary at Nur Ramadhan Wisata. An omnichannel synergy between digital accessibility and physical trust validation is essential to maintain consumer decision-making stability in the religious tourism sector.297.352 Manajemen Haji-Umroh2026-04-29UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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