ANALYSIS OF AWARENESS AND ENGAGEMENT OF INDONESIAN YOUTH TOWARDS INTERNET-BASED TOURISM PLATFORM COMPANIES
The development of technology coupled with the presence of the internet encourage people to use it in supporting their traveling plans. The Internet is also used by companies associated with tourism services such as online travel platform companies by uploading their video marketing via social media...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21002 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The development of technology coupled with the presence of the internet encourage people to use it in supporting their traveling plans. The Internet is also used by companies associated with tourism services such as online travel platform companies by uploading their video marketing via social media like YouTube to attract many visitors and get the attention of people. Those video have potential to be viral with a help from youth role since they have ability to influence people from different generation by utilizing internet. Unfortunately, the results of preliminary studies shows that the majority of respondents, who are part of youth, have never watched video marketing from these companies. The number of viewers on the company's YouTube channel also does not show a large number when compared with the number of Indonesians who are actively using social media such as YouTube. What causes the video to fail to become viral? Is the video marketing important for tourism platform companies? The data then gathered by interview and questionnaire and processed by non-parametric test. The results of the analysis show that the videos associated with the tourism platform fail viral because they do not meet some elements. The video have to have short title and contain element of irony. If the element is fulfilled then the video has the potential to become viral. Then, related to engagement, the results of the experiments show that the differences seen in the respondents before and after they watched video advertising from the company's tourism platform. The analysis shows there are respondents who become interested to open the website and download mobile application from the tourism platform. It is assumed that the company's video marketing has an impact on the audience so that they become more engage with the company. Thus, based on the results of the analysis, it is advisable to companies associated with the tourism platform to meet the following elements in their <br />
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video marketing. Fulfillment of these elements will be useful so there will be a chance the video would go viral and it will increase the customer engagement. |
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