DAMPAK CONTENT MARKETING, STORYTELLING, DAN DIGITAL DISRUPTION TERHADAP EFEKTIVITAS CALL-TO-ACTION DALAM MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI TRAVELOKA
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Keywords:
pemasaran konten, pemasaran visual storytelling, disrupsi digital, call-to-action, agen perjalanan onlineAbstract
Era disrupsi memberikan potensi besar dalam mengubah bisnis menjadi lebih inovatif dan berbasis digital. Traveloka, sebagai salah satu agen perjalanan, memanfaatkan model bisnis digital dalam operasionalnya. Online Travel Agent (OTA) adalah platform yang memanfaatkan teknologi digital, yang diterapkan Traveloka untuk memenangkan persaingan pasar. Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran Traveloka melalui content marketing, visual storytelling, dan digital disruption dalam mempertahankan posisinya sebagai pemimpin pasar agen perjalanan online. Menggunakan metode deskriptif kuantitatif dengan survei, penelitian ini melibatkan 277 responden di Jabodetabek. Hasilnya menunjukkan bahwa content marketing dan visual storytelling memengaruhi keputusan pembelian, sedangkan digital disruption berpengaruh pada call-to-action dan berdampak pada keputusan pembelian.References
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