Implementation of Smart Digital Content Marketing Strategies in Increasing Purchase Decisions at Sheraton Bali Kuta Resort

Raga, Indri Anathasya (2024) Implementation of Smart Digital Content Marketing Strategies in Increasing Purchase Decisions at Sheraton Bali Kuta Resort. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Digital Marketing is all efforts made in terms of marketing using devices connected to the internet with various strategies and digital media, which in turn can communicate online. This research aims to analyze how the implementation of smart digital content marketing at Sheraton Bali Kuta Resort and analyze how smart digital content marketing can improve purchasing decisions. The data collection methods used in this research are observation, interviews, questionnaires, documentation, and literature studies with two analysis techniques to answer both research objectives, namely qualitative and quantitative. The data were analyzed using simple descriptive statistics. The data analyzed were obtained from 100 respondents. The results of this study indicate that the implementation of smart digital content marketing has a strong relationship with the results of the 86.17% cross tabulation test, which shows a positive and significant influence on purchasing decisions of 88.75%. There is a significant positive effect of smart digital content marketing variables on purchasing decision variables. Sheraton Bali Kuta Resort must improve the Social Media Optimization dimension which has the smallest percentage result among the existing dimensions, which is 85%, by creating content using trending content references on social media, adjusting the appearance of social media to the theme or ambience.

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