Paramarta, Made Aditya Satyawira (2025) Efektivitas Metode Search Engine Optimization (Seo) pada WebsiteSofitel Bali Nusa Dua Beach Resort terhadap Keputusan Pembelian Konsumen untuk Menginap. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to determine the partial and simultaneous influence of On-Page SEO and Off-Page SEO on purchasing decisions. The research was conducted at Sofitel bali nusa dua Beach Resort. The population in this study includes all consumers who have accessed the official website of Sofitel bali nusa dua Beach Resort through organic search results (SEO) and have the potential to make a purchasing decision in the form of Room reservations. The sample consisted of 100 respondents. The data analysis techniques used in this study include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Correlation Analysis, Coefficient of Determination Test, F-test, and t-test. The results show that On-Page SEO has a significant positive effect on purchasing decisions, Off-Page SEO also has a significant positive effect on purchasing decisions, and both On-Page and Off-Page SEO simultaneously have a significant positive effect on purchasing decisions. Based on these findings, it is recommended that Sofitel bali nusa dua Beach Resort enhance its website content by providing more engaging and informative material related to product types and pricing, improve the visual appeal of the website, increase the number of external websites that link to the Sofitel website, and place more backlinks on websites relevant to Sofitel bali nusa dua Beach Resort. Furthermore, the Resort is advised to further optimize the implementation of both On-Page and Off-Page SEO to encourage more users to access and make reservations through the official website.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: On-Page SEO, Off-Page SEO, Purchasing Decision
Subjects: Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Made Aditya Satyawira Paramarta
Date Deposited: 01 Sep 2025 10:05
Last Modified: 01 Sep 2025 10:05
URI: https://repository.pnb.ac.id/id/eprint/18672

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