Aida Model, Social Media Marketing and Decision to Patronize of Muslim Friendly Hotel
Model Aida, Pemasaran di Media Sosial dan Keputusan untuk Menginap di Hotel Mesra Muslim
Keywords:
AIDA Model, Muslim Friendly Hotel, Social Media MarketingAbstract
AIDA model has been applied widely in marketing activities either in traditional marketing approach or social media marketing. As a growing industry, Muslim friendly hotels need to integrate and develop strategies in promoting their new brand. Therefore, social media as a new acceptable platform among customers need to be utilised strategically to ensure the brand becomes competitive, known, and accepted by the market. The objective of this study is to examine the influence of AIDA model and social media marketing to customers’ decision to patronize Muslim Friendly hotel.This study applied quantitative approach through survey method. The findings shows that AIDA Model significantly influence Social Media Marketing and decision to patronize Muslim Friendly hotel.
Model AIDA digunakan secara meluas dalam aktiviti pemasaran sama ada teknik pemasaran tradisional ataupun teknik pemasaran terkini iaitu melalui media sosial. Industri perhotelan yang menggunakan konsep Hotel Mesra Muslim adalah industri yang kian berkembang, perlu menggabungkan semua teknik pemasaran dalam mempromosikan jenama dan perkhidmatan yang ditawarkan. Justeru itu pemasaran melalui media sosial perlu dilaksanakan kerana ianya adalah satu bentuk pemasaran yang strategik dalam bersaing dan mendedahkan sesuatu jenama agar dapat diterima di dalam pasaran. Objektif kajian ini adalah untuk mengkaji pengaruh Model AIDA terhadap pemasaran melalui media sosial dan pengaruhnya terhadap keputusan pelanggan untuk menginap di hotel Mesra Muslim. Kajian ini menggunakan kaedah kuantitatif melalui edaran borang soal selidik. Kajian mendapati Model AIDA mempengaruhi pemasaran media sosial dan seterusnya mempengaruhi keputusan pelanggan untuk menginap di hotel Mesra Muslim.
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