STRATEGI PEMASARAN JASA FOTO WISUDA OUTDOOR PERGURUAN TINGGI DI YOGYAKARTA BERDASARKAN KERANGKA AIO (ACTIVITIES, INTERESTS, OPINIONS) DAN PREFERENSI KONSUMEN

Muhammad Arif Prasetyo, NIM.: 22206062005 (2025) STRATEGI PEMASARAN JASA FOTO WISUDA OUTDOOR PERGURUAN TINGGI DI YOGYAKARTA BERDASARKAN KERANGKA AIO (ACTIVITIES, INTERESTS, OPINIONS) DAN PREFERENSI KONSUMEN. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The outdoor graduation photo service industry in Yogyakarta is experiencing rapid growth, along with a large student population and dynamic social media trends. However, intense competition and the phenomenon of price wars due to low market entry barriers demand an in-depth understanding of consumer behavior and preferences. Therefore, a study is needed to identify the key factors that influence consumer purchase intentions as a basis for formulating effective marketing strategies. This study aims to identify the factors that influence the purchase intention of outdoor graduation photo services among university students in Yogyakarta, and develop recommendations for effective marketing strategies for photography service providers based on the findings. This study used a quantitative approach with data collected from 124 final-year student respondents. Through multiple linear regression analysis, a statistically significant regression model was generated (Sig. = 0.000) and was able to explain 32.0% of the variation in purchase intention. After eliminating insignificant variables, the final model showed four variables that had a positive and significant effect: Promotion (Sig. = 0.003), Interest (Sig. = 0.011), Brand (Sig. = 0.011), and Activity (Sig. = 0.034). A key finding was the significance of the Brand variable, which was revealed after the model was simplified, emphasizing the importance of vendor image and reputation as drivers of purchase intention.

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