The Effectiveness Of Traveloka Xperience Advertising On The Use Of Traveloka Applications Among Students Of The University Of North Sumatra

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The Effectiveness of Traveloka Xperience Advertising on the Use of Traveloka Applications Among Students of the University of North Sumatra

Introduction

In today's fast-paced digital era, travel applications like Traveloka have become a practical solution for travelers. Effective marketing strategies, especially through advertising, play an important role in increasing the use of this application. Traveloka Xperience advertisements have been a crucial part of Traveloka's marketing strategy, aiming to reach a wider target market and increase the use of the application. This research focuses on the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among students of the University of North Sumatra (USU).

Background

The University of North Sumatra (USU) is one of the largest universities in Indonesia, with a diverse student population. The university's students are active users of digital platforms, including travel applications like Traveloka. Traveloka is a popular travel application in Indonesia, offering a wide range of travel services, including flights, hotels, and packages. The application has been successful in attracting a large number of users, including students from USU.

Methodology

This study uses a quantitative approach with the correlational method, examining the effect of Traveloka Xperience advertisements on the behavior of the use of Traveloka applications. The research population includes active students from five faculties: Social and Political Sciences, Economics and Business, Law, Dentistry, and other faculties. By using the Taro Yamane formula, this study involved 99 students as samples, selected through proportional stratified random sampling techniques, purposive sampling, and accidental random sampling. Data collection was carried out through a questionnaire, which was analyzed using a single table analysis, cross table, and Spearman hypothesis test in the SPSS Statistic 22.0 application.

Results

The results showed that there was a significant influence on Traveloka Xperience advertisements on the use of Traveloka applications among USU students. The Spearman (RHO) correlation coefficient of 0.794 indicates a high relationship between the two variables, with an influence of 63%. That is, 63% of variations in the use of Traveloka applications are influenced by Traveloka Xperience ads. This finding suggests that Traveloka Xperience advertisements are effective in motivating USU students to use the Traveloka application.

Discussion

These results have several important implications. First, the Traveloka Xperience ad is proven effective in motivating USU students to use the Traveloka application. This shows that Traveloka's marketing strategy through Xperience advertisements has succeeded in reaching the right target market. Second, these findings can be a reference for Traveloka to improve their marketing strategies by focusing on advertising content that is relevant to the needs and interests of students, as well as utilizing digital platforms accessed by USU students.

Conclusion

This research has several limitations. First, this research only focuses on USU students, so the generalization of research results needs to be done carefully. Second, this research does not discuss other factors that might affect the use of Traveloka applications other than Xperience advertisements, such as social, economic, and cultural factors. Despite having limitations, this research provides an important insight into the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among USU students. This finding can be a reference for Traveloka to improve its marketing strategy and reach a wider target market.

Recommendations

Based on the findings of this research, the following recommendations are made:

  1. Traveloka should continue to use Xperience advertisements as a crucial part of their marketing strategy to reach a wider target market.
  2. Traveloka should focus on advertising content that is relevant to the needs and interests of students, such as travel packages and promotions.
  3. Traveloka should utilize digital platforms accessed by USU students, such as social media and online travel agencies.
  4. Traveloka should conduct further research to explore other factors that might affect the use of Traveloka applications, such as social, economic, and cultural factors.

Limitations

This research has several limitations. First, this research only focuses on USU students, so the generalization of research results needs to be done carefully. Second, this research does not discuss other factors that might affect the use of Traveloka applications other than Xperience advertisements, such as social, economic, and cultural factors.

Future Research Directions

This research provides a foundation for further research on the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among students of the University of North Sumatra. Future research should explore other factors that might affect the use of Traveloka applications, such as social, economic, and cultural factors. Additionally, future research should investigate the effectiveness of other marketing strategies used by Traveloka, such as social media advertising and influencer marketing.

Conclusion

In conclusion, this research provides an important insight into the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among USU students. The findings of this research suggest that Traveloka Xperience advertisements are effective in motivating USU students to use the Traveloka application. This research provides a foundation for further research on the effectiveness of Traveloka Xperience advertisements and other marketing strategies used by Traveloka.
Frequently Asked Questions (FAQs) About the Effectiveness of Traveloka Xperience Advertising on the Use of Traveloka Applications Among Students of the University of North Sumatra

Q: What is the main objective of this research?

A: The main objective of this research is to investigate the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among students of the University of North Sumatra (USU).

Q: What is Traveloka Xperience advertising?

A: Traveloka Xperience advertising is a type of advertising used by Traveloka to promote their travel services and applications. It is a crucial part of Traveloka's marketing strategy, aiming to reach a wider target market and increase the use of the application.

Q: What is the research methodology used in this study?

A: This study uses a quantitative approach with the correlational method, examining the effect of Traveloka Xperience advertisements on the behavior of the use of Traveloka applications. The research population includes active students from five faculties: Social and Political Sciences, Economics and Business, Law, Dentistry, and other faculties.

Q: What is the sample size of this study?

A: The sample size of this study is 99 students, selected through proportional stratified random sampling techniques, purposive sampling, and accidental random sampling.

Q: What is the analysis method used in this study?

A: The analysis method used in this study is a single table analysis, cross table, and Spearman hypothesis test in the SPSS Statistic 22.0 application.

Q: What are the findings of this study?

A: The findings of this study show that there is a significant influence on Traveloka Xperience advertisements on the use of Traveloka applications among USU students. The Spearman (RHO) correlation coefficient of 0.794 indicates a high relationship between the two variables, with an influence of 63%.

Q: What are the implications of this study?

A: The implications of this study are that Traveloka Xperience advertisements are effective in motivating USU students to use the Traveloka application. This shows that Traveloka's marketing strategy through Xperience advertisements has succeeded in reaching the right target market.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on USU students, so the generalization of research results needs to be done carefully. Additionally, this study does not discuss other factors that might affect the use of Traveloka applications other than Xperience advertisements, such as social, economic, and cultural factors.

Q: What are the recommendations of this study?

A: The recommendations of this study are that Traveloka should continue to use Xperience advertisements as a crucial part of their marketing strategy to reach a wider target market. Additionally, Traveloka should focus on advertising content that is relevant to the needs and interests of students, such as travel packages and promotions.

Q: What are the future research directions of this study?

A: The future research directions of this study are to explore other factors that might affect the use of Traveloka applications, such as social, economic, and cultural factors. Additionally, future research should investigate the effectiveness of other marketing strategies used by Traveloka, such as social media advertising and influencer marketing.

Q: What is the significance of this study?

A: The significance of this study is that it provides an important insight into the effectiveness of Traveloka Xperience advertisements on the use of Traveloka applications among USU students. This finding can be a reference for Traveloka to improve its marketing strategy and reach a wider target market.

Q: What are the contributions of this study?

A: The contributions of this study are that it provides a foundation for further research on the effectiveness of Traveloka Xperience advertisements and other marketing strategies used by Traveloka. Additionally, this study provides a reference for Traveloka to improve its marketing strategy and reach a wider target market.