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"Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran konten, pemasaran media sosial, dan kemudahan berbelanja daring terhadap proses keputusan pembelian konsumen pada pengguna layanan Online Travel Agent Tiket.com. Fokus penelitian diarahkan pada followers aktif akun Instagram Tiket.com yang pernah berinteraksi dengan konten media sosial tersebut, baik melalui like, komentar, maupun membagikan postingan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, yang melibatkan 155 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring. Data yang terkumpul akan dianalisis menggunakan perangkat lunak SPSS versi 30 dengan teknik analisis berupa uji validitas, reliabilitas, regresi linear berganda, serta uji signifikansi secara simultan dan parsial. Melalui penelitian ini, diharapkan dapat diperoleh gambaran mengenai seberapa besar pengaruh strategi pemasaran digital dan kemudahan berbelanja daring terhadap proses pengambilan keputusan pembelian konsumen, khususnya dalam konteks platform Tiket.com. Hasil akhir dari penelitian ini akan memberikan kontribusi bagi pengembangan strategi pemasaran digital yang lebih efektif di sektor layanan perjalanan online.

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This study aims to determine the effect of content marketing, social media marketing, and ease of online shopping on the consumer purchasing decision process of users of the Tiket.com Online Travel Agent service. The focus of the study was directed at active followers of the Tiket.com Instagram account who had interacted with the social media content, either through likes, comments, or sharing posts. This study uses a quantitative approach with a survey method, involving 155 respondents. Data collection was carried out by distributing questionnaires online. The collected data will be analyzed using SPSS version 30 software with analysis techniques in the form of validity tests, reliability, multiple linear regression, and simultaneous and partial significance tests. Through this study, it is hoped that an overview can be obtained regarding how much influence digital marketing strategies and ease of online shopping have on the consumer purchasing decision-making process, especially in the context of the Tiket.com platform. The final results of this study will contribute to the development of more effective digital marketing strategies in the online travel service sector. "

"Penelitian ini menganalisis strategi komunikasi pemasaran PT Dyandra Promosindo dalam meningkatkan brand awareness Indonesia International Furniture Expo (IFEX) 2025 dan mengevaluasi pelaksanaannya. Metode yang digunakan adalah deskriptif kualitatif dengan studi kasus melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa IFEX 2025 menerapkan strategi Integrated Marketing Communication (IMC) yang meliputi periklanan, hubungan masyarakat, promosi penjualan, pemasaran langsung, penjualan personal, serta acara dan pengalaman. Strategi ini efektif dalam menjangkau audiens luas dan meningkatkan daya ingat merek, meskipun masih terdapat tantangan seperti ketidakkonsistenan visual branding dan terbatasnya jangkauan promosi di luar Jabodetabek. Analisis SWOT menunjukkan peluang ekspansi internasional, namun konsistensi visual dan optimalisasi media digital perlu diperbaiki. Penelitian ini merekomendasikan penguatan elemen visual, integrasi media sosial dengan Customer Relationship Management (CRM), penguatan strategi pasca-acara untuk membangun loyalitas, serta penerapan format hybrid dan kolaborasi dengan pelaku industri kreatif guna memperluas jangkauan IFEX 2025.

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This study analyzes the marketing communication strategy implemented by PT Dyandra Promosindo to increase brand awareness of the Indonesia International Furniture Expo (IFEX) 2025 and evaluates its execution. The research employs a descriptive qualitative approach using a case study method through in-depth interviews, observation, and documentation. The findings indicate that IFEX 2025 applies an Integrated Marketing Communication (IMC) strategy, which includes advertising, public relations, sales promotion, direct marketing, personal selling, as well as event and experience marketing. This strategy is effective in reaching a broad audience and strengthening brand recall, although challenges remain, such as inconsistent visual branding and limited promotional reach beyond the Jabodetabek area. SWOT analysis reveals significant opportunities for international market expansion, yet improvements are needed in visual consistency and digital media optimization. The study recommends enhancing visual elements, integrating social media with Customer Relationship Management (CRM) systems, strengthening post-event strategies to build participant loyalty, and implementing hybrid formats and collaborations with creative industry players to expand IFEX 2025’s global reach."

"Fashion tourism merupakan sektor potensial dalam ekonomi kreatif Indonesia yang menggabungkan industri mode dan pariwisata. Penelitian ini bertujuan untuk menganalisis pengaruh inovasi, kolaborasi, dan digital marketing terhadap daya tarik fashion tourism. Metode kuantitatif dengan pendekatan eksplanatif digunakan dalam penelitian ini, dengan data primer yang diperoleh melalui kuesioner kepada 130 responden dari pelaku industri fashion dan wisatawan, yang berasal dari komunitas fashion Kemenekraf yang berjumlah 416 orang. Hasil analisis regresi linear berganda menunjukkan bahwa inovasi, kolaborasi, dan digital marketing berpengaruh positif dan signifikan terhadap daya tarik fashion tourism. Inovasi produk berbasis budaya lokal dan pemanfaatan teknologi pemasaran memiliki pengaruh paling dominan. Kolaborasi antara brand fashion lokal dan Kemenekraf meningkatkan eksposur event, sementara strategi digital marketing melalui media sosial dan influencer efektif dalam menjangkau audiens muda. Penelitian penguatan inovasi produk, kolaborasi lintas sektor, dan strategi pemasaran digital untuk meningkatkan daya saing fashion tourism di Indonesia.

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Fashion tourism is a potential sector in Indonesia's creative economy that combines the fashion industry and tourism. This study aims to analyze the influence of innovation, collaboration, and digital marketing on the attractiveness of fashion tourism. A quantitative method with an explanatory approach was used in this study, with primary data collected through a questionnaire administered to 130 respondents from the fashion industry and tourists, who were part of the Ministry of Tourism and Creative Economy's fashion community, totaling 416 individuals. The results of the multiple linear regression analysis indicate that innovation, collaboration, and digital marketing have a positive and significant impact on the appeal of fashion tourism. Product innovation based on local culture and the use of marketing technology have the most dominant influence. Collaboration between local fashion brands and Kemenekraf increases event exposure, while digital marketing strategies through social media and influencers are effective in reaching young audiences. This study recommends strengthening product innovation, cross-sector collaboration, and digital marketing strategies to enhance the competitiveness of fashion tourism in Indonesia."