Pengaruh Digital Marketing, Brand Image, dan Price Terhadap Keputusan Masyarakat dalam Memilih Produk Umroh pada PT. Mahabbah Islamic Tour dan Travel
Article Sidebar
Main Article Content
Abstract
Umrah is a series of worship that can be performed at any time. This research aims to find out how much influence digital marketing, brand image and price have on pilgrims' decisions to perform Umrah. The analysis technique used is the multiple linear regression analysis technique. The results of the research analysis carried out with an alpha of 5% show that the results of simultaneous multiple linear regression analysis between digital marketing, brand image, and price variables influence the decision to perform Umrah and together influence the congregation's decision to perform Umrah. Likewise, partially the digital marketing variables, brand image, and price each influence the congregation's decision to give zakat online. The magnitude of the influence contained in the coefficient of determination is 0.812, meaning that 81.2% of the congregation's decision variable chooses the Umrah product (Y) which can be explained by the variables digital marketing (X1), brand image X2), and price (X3). Meanwhile, the remaining 18.8% can be explained by other variables not used in this research.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alhamdi, R. (2023). Pengaruh Online Review Dan Harga Terhadap Keputusan Pemesanan Kamar Hotel Di Online Travel Agent (Studi Kasus Kota Batam). Jurnal Manajemen Perhotelan, 9(2).
Al-Huzaifi, A. R. (2017). Strategi Pembinaan Jama’ah Umrah Milad dalam Meningkatkan Pemasaran Haji Khusus pada PT. Tauba Zakka Atkia (Tours and Travel). Universitas Syarif Hidayatullah Jakarta.
Alma, B. (2019). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Azyani, S., Srisusilawati, P., & Wijayanti, I. M. (2020). Analisis Keputusan Konsumen terhadap Pemilihan Travel Umroh Menggunakan Metode AHP. Prosiding Hukum Ekonomi Syariah, 6(2).
Harahap, D. A. (2015). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen di Pajak USU (Pajus) Medan. Jurnal Keuangan dan Bisnis, 7(3).
Husny, R., & Arafah, S. (2020). Pengaruh Citra Perusahaan Dan Pengetahuan Produk Terhadap Keputusan Menjadi Nasabah Pada PT. Bank Sumut Syariah. Jurnal FEB, 1(1).
Irwansyah, R., Listya, K., Setiorini, A., & Hanika, I. M. (2021). Perilaku Konsumen. CV.Widina Media Utama.
Kotler, P. (2019). Manajemen Pemasaran (Edisi Mile). Prenhalindo.
Kotler, P., & Amstrong, G. (2022). Prinsip-Prinsip Pemasaran (Edisi 13). Erlangga.
Kurniawan, N. (2021). Pemanfaatan Digital Marketing Dalam Meningkatkan Penjualan UMKM di Kabupaten Siak. Angew, 2(1).
Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research Business and Social Sciences, 7(4).
Lestari, U. P., & Sinambela, E. A. (2022). Keputusan Tempat Pembelian Berdasarkan Kualitas Layanan, Suasana Toko, Dan Persepsi Harga. Jurnal Satyagraha, 5(2).
Lifani, S., Ulfah, M., & Kusumadewi, R. (2022). Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Minat Pembelian Produk Usaha Siwang Nounna Saritie Kabupaten Indramayu. Hawalah Kajian Ilmu Ekonomi Syariah, 1(2).
Mal, L. H., & Mertayasa, I. G. A. (2018). Pengaruh Harga, Promosi, dan Kualitas Layanan Terhadap Keputusan Pembelian Tiket Pesawat Secara Online di Situs Traveloka.com Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Humaniora Universitas Dhyana Pura Bali. Jurnal, 13(1).
Mardiah, A., & Herlind, H. (2017). Analisis Perilaku Masyarakat Terhadap Keputusan Mengunjungi Destinasi Wisata Syariah Di Sumatera Barat. Sosial Budaya, 14(2).
Munandar, D. (2022). Digital Marketing. Cipta Media Nusantara.
Nijam, A., & Hanan, A. (2019). Manajemen Haji (Study Kasus dan Telaah Implementasi Knowledge Workers). Nizam Press.
Simamora, B. (2018). Memenangkan Pasar Dengan Pemasaran Efektif dan Profitabel. PT. Gramedia Pustaka Utama.
Stanton, W. J. (2019). Prinsip Pemasaran. Erlangga.
Swastha, B., & Irawan. (2018). Manajemen Pemasaran Modern. Liberty.
Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan. Andy.
Tjiptono, F. (2020). Strategi Pemasaran (Edisi 4). Andi Offset.
Yuliati, A. L. (2016). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada JNE Cbang Bandung’ DeReMa. Jurnal Manajemen, 11(2), 265–289.