Iswari, Ida Ayu Trisna (2025) Implementasi Pemasaran melalui Online Vacation Rental (OVR) Airbnb bagi Konsumen terhadap Permintaan Akomodasi di Kabupaten Badung Bali pada Stay In Bali Travel. Diploma thesis, Politeknik Negeri Bali.

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Abstract

This study investigates the implementation of marketing strategies through Online Vacation Rental (OVR) Airbnb platforms and their influence on consumer demand for accommodation in Badung Regency, Bali. Focusing on a case study of the Stay In Bali Division at PT Madhava Kreasi Indonesia (Madhava Enterprises), this research explores how digital marketing practices on Airbnb affect consumer awareness, interest, desire, and booking behavior. A qualitative method with a case study approach was employed. Data were collected through in-depth interviews with internal stakeholders, direct observation, and supporting documentation. The AIDA model (Awareness, Interest, Desire, Action) was used as the analytical framework to evaluate each stage of the consumer decision-making process. The findings show that marketing strategies implemented through Airbnb play a significant role in shaping consumer behavior. Visual content and attractive listings raise awareness and interest; responsive communication and clear offers build desire; and a seamless booking experience encourages action. These efforts have contributed to an increasing demand for accommodation via Online Vacation Rental (OVR) Airbnb platforms. This research highlights how strategic and consistent marketing through Online Vacation Rental (OVR) Airbnb platforms can effectively influence consumer decisions and drive booking conversions, particularly in tourism-focused regions like Badung.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Marketing strategy, Online Vacation Rental, Airbnb, consumer behavior, AIDA model, Badung Regency
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D3 Administrasi Bisnis > Tugas Akhir
Depositing User: Ida Ayu Trisna Iswari
Date Deposited: 19 Aug 2025 12:12
Last Modified: 19 Aug 2025 12:12
URI: https://repository.pnb.ac.id/id/eprint/16229

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