PERAN MEDIA SOSIAL DALAM MENINGKATKAN PEMBELIAN BISNIS JASA WISATA HALAL (Studi Pada: TOUR TRAVEL JEJAK IMANI)
DOI:
https://doi.org/10.61722/jaem.v3i3.11566Keywords:
Social Media, Halal Tourism, AIDA Model, Service Purchase, Islamic EconomicsAbstract
This research aims to analyze the role of social media in encouraging the purchase of halal tourism services at the Yogyakarta branch of the Trace Imani Tour. The research uses a descriptive qualitative approach with a case study method. The research subject was the Head of the Yogyakarta Imani Trace Branch. Data was collected through in-depth interviews, observation of social media accounts, and documentation, then analyzed using ATLAS.ti version 9 through the stages of open coding, axial coding, and selective coding. The AIDA model: : (1) attention stage, consumers are attracted through reels content, daily posts, and Meta Ads which increases closing from 12.5% to 69.18%; (2) interest stage, shown through account monitoring, comments, price list requests, and facility inquiries; (3) desire stage, reinforced by congregational testimonies, religious studies, online-offline services, recommendations from relatives, and sharia banks; (4) action stage, purchase via Instagram DM to WhatsApp Business with CSO response speed as the determinant. The main obstacles are price factors and departure schedules.
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