PENGARUH KARAKTERISTIK AKUN INSTAGRAM TERHADAP KEPEMIMPINAN OPINI DAN DAMPAKNYA TERHADAP PEMILIHAN DESTINASI WISATA

    Gufran Wenes, - (2023) PENGARUH KARAKTERISTIK AKUN INSTAGRAM TERHADAP KEPEMIMPINAN OPINI DAN DAMPAKNYA TERHADAP PEMILIHAN DESTINASI WISATA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan teknologi, khususnya internet dan media sosial, telah berdampak signifikan pada kebiasaan pengambilan keputusan manusia, termasuk di industri pariwisata. Instagram menjadi platform utama bagi influencer untuk menyebarkan informasi dan rekomendasi, khususnya terkait destinasi wisata. Penelitian ini bertujuan untuk mengeksplorasi pengaruh karakteristik akun Instagram terhadap pemilihan destinasi wisata oleh pengikut influencer pariwisata di platform tersebut. Pendekatan kuantitatif dengan analisis teknik deskriptif dan Partial Least Squares (PLS) digunakan untuk mengidentifikasi hubungan antara karakteristik akun Instagram dengan opinion leadership dan pemilihan destinasi. Hasil analisis menunjukkan bahwa perceived uniqueness dan perceived originality akun Instagram secara signifikan memengaruhi opinion leadership influencer, yang pada gilirannya mempengaruhi pemilihan destinasi oleh pengikutnya. Temuan ini memberikan wawasan mendalam bagi industri pariwisata dan pemasaran influencer di platform media sosial. ;
    The development of technology, especially the internet and social media, has significantly impacted human decision-making habits, including in the tourism industry. Instagram has become the main platform for influencers to disseminate information and recommendations, particularly related to travel destinations. This study aims to explore the influence of Instagram account characteristics on travel destination choices by followers of tourism influencers on the platform. A quantitative approach with descriptive technique analysis and Partial Least Squares (PLS) was used to identify the relationship between Instagram account characteristics, opinion leadership, and destination choices. The analysis results showed that perceived uniqueness and perceived originality of Instagram accounts significantly influence influencer opinion leadership, which, in turn, affects the destination choices of their followers. These findings provide valuable insights for the tourism industry and influencer marketing on social media platforms.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: SINTA ID : 5989818 SINTA ID : 5997470
    Uncontrolled Keywords: Kepemimpinan Opini, influencer, Instagram, Media Sosial, Pengambilan Keputusan; Opinion leadership, Influencer, Instagram, Social Media, Decision Making
    Subjects: L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Gufran Wenes
    Date Deposited: 09 Oct 2023 07:31
    Last Modified: 09 Oct 2023 07:31
    URI: http://repository.upi.edu/id/eprint/109319

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