THE EFFECT OF COMMUNITY MARKETING TOWARDS E-PUURCHASE INTENTION (CASE STUDY TRAVELOKA COMMUNITIES)

Dinda, Ramadanti (2023) THE EFFECT OF COMMUNITY MARKETING TOWARDS E-PUURCHASE INTENTION (CASE STUDY TRAVELOKA COMMUNITIES). S1 thesis, Poltekpar NHI Bandung.

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Abstract

The tourism industry has a massive potential to move ahead in dealing with marketing through e-commerce. One of the e-commerce which has tourism products that are used commonly in Indonesia is Traveloka. There hasn't been much community marketing applied to the tourism business field, the researcher would like to identify how community marketing influences tourists' intent to e-purchasing. This could be an opportunity for a more successful and appropriate new tourism promotion approach, necessarily during endemic periods and in response to consumer purchasing behaviors. This study applied quantitative research methodologies with a descriptive approach. Community Marketing as the independent variable (X) with e- purchase intention is the dependent variable (Y). This research shows the amount of significant influence given by community marketing on e-purchase intention. Key Words: Marketing, Community Marketing, E-Purchase Intention, E-Commerce, Traveloka Communities.

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