PENGARUH DIGITAL MARKETING DI INSTAGRAM TERHADAP MINAT PEMBELIAN CALON JAMAAH UMRAH GENERASI BABY BOOMERS (STUDI KASUS PT. RADIAN KHARISMA WISATA ATAU ANNISA TRAVEL)

AHMAD FAUZI RAHMAN, . (2025) PENGARUH DIGITAL MARKETING DI INSTAGRAM TERHADAP MINAT PEMBELIAN CALON JAMAAH UMRAH GENERASI BABY BOOMERS (STUDI KASUS PT. RADIAN KHARISMA WISATA ATAU ANNISA TRAVEL). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing di Instagram terhadap minat pembelian calon jamaah umrah dari generasi Baby Boomers pada PT Radian Kharisma Wisata (Annisa Travel). Latar belakang penelitian ini didorong oleh peningkatan penggunaan platform media sosial di kalangan orang tua, serta lonjakan permintaan untuk perjalanan religi pasca pandemi. Generasi Baby Boomers (lahir antara 1946–1964) merupakan segmen pasar yang menjanjikan dan memerlukan strategi pemasaran digital yang terpercaya dan sesuai dengan karakteristik mereka.. menggunakan pendekatan kuantitatif dengan teknik survei dan analisis regresi linier sederhana. Informasi dikumpulkan melalui kuesioner yang didistribusikan kepada 130 partisipan yang memenuhi kriteria, dan dianalisis menggunakan perangkat lunak SPSS. Hasil analisis mengindikasikan bahwa pemasaran digital di Instagram memiliki pengaruh signifikan terhadap minat pembelian calon jamaah umrah dari generasi Baby Boomers. Nilai t hitung sebesar 4,607 lebih besar daripada t tabel 1,66055 dengan tingkat signifikansi 0,000 (p < 0,05), yang menunjukkan bahwa hipotesis alternatif (H1) diterima. Temuan ini menggarisbawahi bahwa strategi pemasaran digital yang berbasis visual, testimoni, dan interaksi sosial melalui Instagram sangat efektif dalam menciptakan ketertarikan beli di segmen usia lanjut. Penelitian ini diharapkan dapat menjadi acuan bagi pelaku industri perjalanan religi dalam merumuskan promosi yang lebih sesuai dan relevan dengan perilaku konsumen Baby Boomers. Kata Kunci: Digital Marketing, Instagram, Minat Pembelian, Baby Boomers, Umrah, Annisa Travel ***** ABSTRACT This study aims to determine the influence of digital marketing on Instagram on the purchasing interest of prospective Umrah pilgrims from the Baby Boomer generation at PT Radian Kharisma Wisata (Annisa Travel). The background of this study is driven by the increasing use of social media platforms among parents, as well as the surge in demand for religious travel after the pandemic. The Baby Boomer generation (born between 1946–1964) is a promising market segment and requires a reliable digital marketing strategy that suits their characteristics. using a quantitative approach with survey techniques and simple linear regression analysis. Information was collected through questionnaires distributed to 130 participants who met the criteria, and analyzed using SPSS software. The results of the analysis indicate that digital marketing on Instagram has a significant influence on the purchasing interest of prospective Umrah pilgrims from the Baby Boomer generation. The calculated t value of 4.607 is greater than the t table of 1.66055 with a significance level of 0.000 (p < 0.05), which indicates that the alternative hypothesis (H1) is accepted. These findings underscore that digital marketing strategies based on visuals, testimonials, and social interactions through Instagram are highly effective in generating purchase interest among the older age group. This research is expected to serve as a reference for religious travel industry players in formulating promotions that are more appropriate and relevant to Baby Boomer consumer behavior. Keywords: Digital Marketing, Instagram, Purchase Interest, Baby Boomers, Umrah, Annisa Travel

Item Type:	Thesis (Sarjana)
Additional Information:	1). Fajar Aditya Nugroho, M.Par. ; 2). Rezka Fedrina, S.ST., M.M
Subjects:	Ilmu Sosial > Pariwisata
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Ahmad Fauzi Rahman .
Date Deposited:	04 Aug 2025 04:27
Last Modified:	04 Aug 2025 04:27
URI:	http://repository.unj.ac.id/id/eprint/57457

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