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Journal : Tourism

PENGARUH DIRECT MAIL DAN TELEMARKETING TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH RAKA TOURS AND TRAVEL (Survey Terhadap Pengguna Paket umrah Raka Tours and Travel) Dewi, Nurmala; Purnama, Ridwan
THE Journal : Tourism and Hospitality Essentials Journal Vol 3, No 2 (2013)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/thej.v3i2.1975

Abstract

One type of tourism has great potential. Umrah and Hajj is a popular type of religious tourism in Indonesia. The potential is rated high because the majority of Indonesia's population is Muslim. Given this also emerging cooperation between Indonesia and Saudi Arabia as a tourist destination more closely. One of them with the cooperation of the travel-travel in Indonesia with travel that is in Saudi Arabia. This of course affects the number of trips efforts in several major cities in Indonesia, one of which the city of Bandung.One travel agency Bandung is Raka Tours and Travel. Raka Tours and Travel is a BPW (Travel Bureau), which is engaged in servicing a variety of travel needs, such as the sale of air transportation tickets, hotel vouchers, travel packages, various services of travel documents, MICE and religious journey that umrah and hajj. Raka Tours umrah package sales decreased from 2010 to 2011. The sales decline Raka Tours umrah package is reached -14.55%. Direct marketing especially in direct mail and telemarketing is one of the strategies that can be used to increase sales.In this regard it is done research on the effect of direct mail and telemarketing to purchasing decision umrah package. Step - step Direct Marketing consists of direct mail (direct mail) and telemarketing (selling over the phone).Type of research is descriptive and verification methods used are cross sectional method with the sample size using the formula iteration, the obtained sample size of 110 respondents. The analysis technique used is multiple linear regression analysis with SPSS for windows 18:00. Based on the test results obtained by statistical findings of direct marketing in which all variables have an influence on purchase decisions that direct mail and telemarketing, it showed 65.15% have an influence on the purchase decision, while the remaining 34.85% influenced by other variables. Thus, the direct mail and telemarketing have a strong influence in influencing purchasing decisions Raka umrah package tours and Travel.
Co-Authors Afriantoni Afrida Afrida Agustina, Mediarita Ahmad luviadi, Ahmad Albetry, Albetry Alrefi, Alrefi Amalia, Norma Diena Amelia Amelia Andi Thahir Annas, Fayyadh Aprilia Aprilia, Aprilia Arif Pristianto Asroh, Ardi Aulia, Ratna Budiharjo Budiharjo, Budiharjo Dewi Dewi Dina Rachmawati Ekawati Danial Endang Lastinawati, Endang Endang Sri Andayani Eska Prawisudawati Ulpa Euis Meinawati F, Farida Fatmanurshanti, Dora Frenki Furi Indriyani Gribaldi Gribaldi Hairani, Khadizah Hartati, Berli Hasanah, Nur Qory Irawan, Ahmad Dieky Kurniawati, Ari Larashandy, Heydi Ruth Larashandy, Larashandy Lestari, Windi Mardiyati, Nur Lathifah Masniladevi, Masniladevi Meiva Eka Sri Sulistyawati Melisa Melisa Melvi Lesmana Alim Miharti, Izra Mizan, Muhammad Nastiti Puji Lestari Niswati, Za’imatun novferma, novferma Novriani, Novriani Nugroho, Anggi Septia Nurhasanah, Indri Nurlaili Nurlaili Nurnazli Oktarina, Yetty Ovami, Debbi Chyntia Pangastuti, Niken Asih Purba, Dhea Rahmadani Pusvita, Ema Putri Asilestari, Putri Putri Ayu Ogari, Putri Ayu Putri, Inka Rizka Amalia Putri, R. A. HayuSriwijaya Qohar, Abd. Rahma, Sindi Siti Ramadhan, Tri Rachmad Ramadhani, Rizky Raudhatun Nuzul ZA, Raudhatun Ridwan Purnama, Ridwan Romundza, Febbry Rosmawati, Henny Rozaqqyah, Fadhlina Sakalena, Firnawati Samosir, Poppy Marlina Samsilayurni, Samsilayurni Saputra, Frian Sari, Nadya Permata Sari, Tria Atika Sasih, Agustin Wela Shita Tiara Shodikin, Ahmad Ari Silalahi, Alistraja Dison Sofyan, Endah Susanti - Diana Susilawati, Susilawati Tati Mardewi Tri Wulandari Ummah, Khuntum Khaira Utari, Sindy Tria Wirananda, Henny Andriyani Wisma, Nur Yulhasmir, Yulhasmir Zuswana, Aries