Gusti Panca, - (2023) PENGARUH INFLUENCER MARKETING TERHADAP VISIT INTENTION MELALUI DESTINATION IMAGE PADA VIDEO “HIDDEN GEM”: Survey terhadap pengguna akun social media Tiktok yang melihat Video “Hidden gem”. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Gusti Panca (2023 “Pengaruh Influencer Marketing Terhadap Visit Intention Melalui Destination Image Pada Video Hidden Gem” Penelitian ini bertujuan untuk menginvestigasi pengaruh influencer marketing terhadap visit intention melalui destination image pada video "hidden gem" dengan menggunakan teknik analisis Structural Equation Modeling Partial Least Squares (SEM-PLS). Metode eksplanatori survey digunakan dalam penelitian ini dengan pendekatan SEM-PLS, dan alat analisis data yang digunakan adalah SmartPLS 3.0. Terdapat empat hipotesis dalam penelitian ini, yaitu H1: Terdapat pengaruh influencer marketing terhadap visit intention, H2: Terdapat pengaruh influencer marketing terhadap destination image, H3: Terdapat pengaruh destination image, dan H4: Terdapat pengaruh influencer marketing terhadap visit intention melalui destination image. Penelitian ini melibatkan 110 responden yang merupakan orang yang menonton video "hidden gem" Jawa Barat di TikTok. Hasil analisis data menggunakan teknik SEM-PLS menunjukkan bahwa influencer marketing memiliki pengaruh signifikan terhadap visit intention (H1 diterima), pengaruh signifikan terhadap destination image (H2 diterima), serta destination image memiliki pengaruh signifikan terhadap visit intention (H3 diterima). Selanjutnya, pengaruh influencer marketing terhadap visit intention melalui destination image (H4 diterima) lebih signifikan dibandingkan dengan pengaruh langsung antara influencer marketing dan visit intention. Hasil penelitian ini memberikan pemahaman yang lebih dalam tentang peran influencer marketing dalam memengaruhi visit intention melalui pembentukan destination image pada konten "hidden gem" di media sosial TikTok, serta implikasi praktisnya bagi industri pariwisata dalam meningkatkan minat wisatawan potensial untuk mengunjungi destinasi mereka melalui pembentukan destination image yang menarik melalui konten "hidden gem". Kata Kunci : Influencer Marketing, Destination Image, Visit Intention, Tiktok, Hidden gem, SEM-PLS ABSTRACT Gusti Panca (2023) “The Effect of Influencer Marketing on Visit Intention Through Destination Image on Hidden Gem Video Survey on Hidden Gem Video on TikTok” This research aims to investigate the influence of influencer marketing on visit intention through destination image in "hidden gem" videos using the Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis technique. An exploratory survey method is employed in this research with the SEM-PLS approach, and the data analysis tool used is SmartPLS 3.0. There are four hypotheses in this research, namely H1: There is an influence of influencer marketing on visit intention, H2: There is an influence of influencer marketing on destination image, H3: There is an influence of destination image, and H4: There is an influence of influencer marketing on visit intention through destination image. This study involves 110 respondents who are individuals that watch "hidden gem" videos in West Java on TikTok. The results of the data analysis using SEM-PLS technique indicate that influencer marketing has a significant influence on visit intention (H1 accepted), a significant influence on destination image (H2 accepted), and destination image has a significant influence on visit intention (H3 accepted). Furthermore, the influence of influencer marketing on visit intention through destination image (H4 accepted) is more significant than the direct influence of influencer marketing on visit intention. The findings of this research provide a deeper understanding of the role of influencer marketing in influencing visit intention through the formation of destination image in "hidden gem" content on the TikTok social media platform. Additionally, it has practical implications for the tourism industry in enhancing the interest of potential tourists to visit their destinations through the creation of an attractive destination image via "hidden gem" content. Keywords: Influencer Marketing, Destination Image, Visit Intention, TikTok, Hidden gem, SEM-PLS.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=2X_YqKMAAAAJ ID SINTA Dosen Pembimbing Vanessa Gaffar: 5993246 |
| Uncontrolled Keywords: | Influencer Marketing, Destination Image, Visit Intention, Tiktok, Hidden gem, SEM-PLS |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Gusti Panca |
| Date Deposited: | 26 Mar 2024 07:32 |
| Last Modified: | 26 Mar 2024 07:32 |
| URI: | http://repository.upi.edu/id/eprint/116059 |
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