Institusion
Politeknik Pariwisata NHI Bandung
Author
MUHAMMAD RIZKI, FAUZY
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-17 04:34:48
Abstract :
The research with the title Evaluation of Story Selling Video Concept Travel
Products in Antavaya Tour and Travel Bandung aims to find out how video story
selling for promotions carried out by Antavaya. This research uses a qualitative
descriptive research methodology. Researchers chose speakers in this study
including Manager Antavaya Bandung, Admin Social Media Antavaya,
Videographer, and Consumer from Antavaya. Researchers use research data
collection techniques with interview techniques, documentation studies and
observations with tools or data retrieval instruments using interview guidelines and
checklists. Researchers use several techniques to analyze data, namely by reducing
data, lysis coding with Atlas.ti software and drawing conclusions. To see the
validity of the data, researchers use triangulation, namely triangulation of sources
to compare the data that has been obtained. This research shows the results that
the story selling video made by Antavaya Tour and Travel has not met all the key
factors of story selling. The key factors of story selling are simplicity, Authenticity,
Visibility, and Relevancy. The story selling video made by antavaya does not meet
the criteria for simplicity, because the video made is a little redundant and lacks
detailed information. The story selling video made by antavaya already meets the
authenticity factor because the video made contains product information from
antavaya itself and has content created by antavaya itself. The story selling video
made by antavaya has met the visibility factor because the video made is uploaded
to antavaya's social media accounts which are not private and can be seen by the
entire wider community. And the story selling video made by antavaya has met the
relatedness factor because the video made by antavaya has contained the products
and services they offer. This research resulted in recommendations for making story
selling videos that meet the four factors of story selling for Antavaya Tour and
Travel in particular and for travel agents in general.