Hana Zahrani Nabilla, - (2024) PENGARUH STORYTELLING TERHADAP TRAVEL INTENTION DENGAN SOCIAL MEDIA ENGAGEMENT SEBAGAI VARIABEL MEDIASI : Survei terhadap Followers Instagram Siliwangi Holiday. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh storytelling terhadap travel intention melalui social media engagement sebagai variabel mediasi pada followers Instagram Siliwangi Holiday. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 270 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menemukan bahwa gambaran storytelling, social media engagement, dan travel intention berada pada kategori sangat tinggi. Storytelling memiliki pengaruh positif dan signifikan terhadap travel intention melalui social media engagement. Temuan ini menunjukkan bahwa pengaruh tidak langsung storytelling memperoleh besaran pengaruh yang lebih rendah terhadap travel intention, dibandingkan pengaruh langsung. Implikasi penelitian menunjukkan bahwa storytelling akan mempengaruhi persepsi followers tentang Siliwangi Holiday sehingga travel intention yang positif akan mampu meningkatkan social media engagement. This research aims to obtain an overview and influence of storytelling on travel intention through social media engagement as a mediating variable on Instagram followers of Siliwangi Holiday. This research uses descriptive and verification research types with a quantitative approach. The method used in this study is simple random sampling with a sample size of 270 respondents. The data was processed statistically using the Structural Equation Modeling (SEM). The results of this research found that the description of storytelling, social media engagement, and travel intention are in the very high category. Storytelling has a positive and significant influence on travel intention through social media engagement. This finding shows that the indirect influence of storytelling has a lower magnitude of influence on travel intention, compared to the direct influence. The research implications indicate that storytelling will affect followers perceptions about Siliwangi Holiday so that positive travel intention will be able to enchace social media engagement.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=oa0y1MoAAAAJ ID SINTA Dosen Pembimbing: Lili Adi Wibowo 5984836 Lisnawati 5986471 |
| Uncontrolled Keywords: | Storytelling, social media engagement, travel intention Storytelling, social media engagement, travel intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Hana Zahrani Nabilla |
| Date Deposited: | 18 Sep 2024 07:58 |
| Last Modified: | 18 Sep 2024 07:58 |
| URI: | http://repository.upi.edu/id/eprint/125313 |
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