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primary topic: STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA

STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA
type: Thesis
type: Article
abstract: The 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.
date: 2026-04-29
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA (Text)
has version: STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA (Text)
has published: STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA (Text)
subject: 297.352 Manajemen Haji-Umroh

STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA (Text)
type: Document
has file: 22102040002_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 22102040002_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 22102040002 Muhammad Agil Husein
type: Person
given name: NIM.: 22102040002
family name: Muhammad Agil Husein

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primary topic: STUDI KOMPARASI EFEKTIVITAS PEMASARAN DIGITAL DAN PEMASARAN KONVENSIONAL TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH DI NUR RAMADHAN WISATA YOGYAKARTA

297.352 Manajemen Haji-Umroh
type: Concept