Effectiveness Comparation of Marketing Bali Spirit Festival: Conventional and Digital Media Promotion Towards the Visitor Interest

Abstract

MICE and event are one of many tourism factors with a major level of development and high execution level in Indonesia, especially Bali. Bali Spirit Festival is one of international yoga festival held for 8 days in Ubud-Bali by Bali Spirit Group. Without the use of mass communication media, Bali Spirit Group would never reach a sensational number of visitors. There're a lot of views on the use of mass communication media as a promotion media, thus, it encourages the occurrence of the research on the effectiveness comparison of Bali Spirit Festival's conventional and digital media promotion towards the visitor's interest. This research would be used to measure the effectiveness of conventional and digital media usage towards Bali Spirit Festival by Bali Spirit Group visitor's interest using validities and reliability test to measure questionnaire validity as one of the data aggregation techniques, simple regression linier analysis, t test, and coefficient of determination partially. Based on the analysis results, the use of conventional and digital media are effective towards visitor's interest with simple regression linier results for each variable, conventional media Y = 7,770 + 0,391X1 and digital media Y = 6,841 + 0,398X2. Hypothesis test results are the usage of conventional and digital media (partially) effective and have a significant effect to attract visitor's interest. Contribution amount given by conventional media towards visitor's interest is 32,7% and the other 67,3% are caused by other factors which was not researched in this study, while digital media contribution amount is 35,4% and the other 64,6% are also caused by other factors which was not researched in this study. Therefore, Bali Spirit Group shall improve the usage of mass communication media, especially digital media as Bali Spirit Festival's promotion media by using related event key words or hashtags.

The Impact of Brand Awareness, Brand Association, and Perceived Quality towards Brand Loyalty (A case study of New Product)

“…On the other side, conventional promotion also impacts increasing brand awareness. [8] also stated that conventional media has a positive impact and effectiveness in attracting consumers. To determine the kinds of promotions, the marketer should adjust with the market target.…”