EFEKTIVITAS MEDIA SOSIAL DI PT. PERCIKAN IMAN TOURS & TRAVEL

REGINA, PIRANTI PRIYONO (2021) EFEKTIVITAS MEDIA SOSIAL DI PT. PERCIKAN IMAN TOURS & TRAVEL. D4 thesis, Poltekpar NHI Bandung.

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Abstract

Indonesia is a country that has the largest Muslim population in the world, this provides excellent business opportunities for the growth of Hajj and Umrah travel agencies in Indonesia. However, there are several obstacles that affect public trust in the Umrah travel agency. Among them are the neglect of the congregation so that they do not leave and the condition of the Covid-19 disease pandemic that occurred at the beginning of 2020. The Covid-19 pandemic has affected and forced the community to carry out what is commonly known as PPKM. This has an impact on increasing internet penetration in Indonesia, because people have to do things quietly at home, automatically all things such as work, school and shopping are done boldly. The Association of Indonesian Internet Service Providers (APJII) stated that internet penetration in Indonesia has reached 73.7% with internet usage reaching 29.3% and social media at 24.7%. PT. percikan Iman Tour & Travel is one of the Hajj and Umrah travel agencies that was founded in 2004, commonly known as Percik Tour. This Percik Tour offers worship packages such as Hajj and Umrah, and Muslim tour packages. This Percik tour utilizes social media as a media promotion and is an effort to give confidence to prospective pilgrims who will carry out the Hajj, Umrah, or Muslim tour packages. This study aims to determine how effective the social media used by Percik Tour is. In this study using a descriptive method with a quantitative approach. The samples of this study were taken from 74 pilgrims who had traveled to Hajj, Umrah, or Muslim tours at Percik Tour. The data analysis technique used is the EPIC Model which has the variables of Empathy, Persuasion, Impact, and Communication. The results of the EPIC Model analysis for each variable are empathy: 4,092, persuasion: 4,244, impact: 4,074, and communication: 4,274. The results of the analysis of the four variables are in the "effective" range. The EPIC rate value of the average value of the four variables is at 4,171, and these values are included in the "effective" scale. The scale range is obtained from the effectiveness of the scale range. Keyword :Effectiveness, Promotion, Social Media

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