PENGARUH INFLUENCER MARKETING TERHADAP VISIT INTENTION MELALUI DESTINATION IMAGE SAUNG KEBON ALPUKET SEBAGAI DESTINASI AGROEDUTOURISM

    Alfan Gibran Hidayatullah, - and Asep Miftahuddin, - and Eka Surachman, - (2025) PENGARUH INFLUENCER MARKETING TERHADAP VISIT INTENTION MELALUI DESTINATION IMAGE SAUNG KEBON ALPUKET SEBAGAI DESTINASI AGROEDUTOURISM. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan media sosial, khususnya TikTok, telah membuka peluang baru dalam strategi promosi pariwisata melalui pendekatan digital. Salah satu strategi yang kini banyak digunakan adalah influencer marketing, yaitu pemanfaatan tokoh berpengaruh di media sosial untuk mempromosikan suatu produk atau destinasi secara lebih personal dan menarik. Saung Kebon Alpuket sebagai destinasi agroedutourism turut memanfaatkan strategi ini dengan menggandeng influencer TikTok untuk menjangkau audiens yang lebih luas, khususnya kalangan muda. Penelitian ini bertujuan untuk mengeksplorasi pengaruh influencer marketing terhadap visit intention, baik secara langsung maupun melalui mediasi destination image. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel dalam penelitian ini adalah 220 responden yang merupakan pengikut TikTok @saungkebonalpuket dan pernah mengunjungi Saung Kebon Alpuket. Hasil penelitian menunjukkan bahwa gambaran influencer marketing, destination image, dan visit intention secara keseluruhan berada pada kategori tinggi. Selain itu, terdapat pengaruh positif dan signifikan antara influencer marketing terhadap visit intention, baik secara langsung maupun melalui mediasi destination image. Berdasarkan hasil tersebut, pengelola Saung Kebon Alpuket disarankan untuk terus menggandeng influencer yang kredibel dan autentik, serta mengoptimalkan penyampaian citra destinasi yang informatif dan emosional melalui konten TikTok, guna meningkatkan minat kunjungan wisatawan. The rise of social media, particularly TikTok, has opened up new opportunities in tourism promotion through digital approaches. One of the most widely used strategies is influencer marketing, which involves utilizing influential individuals on social media to promote products or destinations in a more personal and engaging way. Saung Kebon Alpuket, as an agroedutourism destination, adopts this strategy by collaborating with TikTok influencers to reach a broader audience, especially among younger generations. This study aims to explore the effect of influencer marketing on visit intention, both directly and through the mediation of destination image. A quantitative method with descriptive and verification approaches was employed. The sample consisted of 220 respondents who follow the TikTok account @saungkebonalpuket and have previously visited Saung Kebon Alpuket. The results show that the perceptions of influencer marketing, destination image, and visit intention are generally in the high category. Furthermore, there is a positive and significant influence of influencer marketing on visit intention, both directly and indirectly through the mediation of destination image. Based on these findings, it is recommended that the management of Saung Kebon Alpuket continue to collaborate with credible and authentic influencers, and optimize the delivery of informative and emotionally engaging destination imagery through TikTok content to enhance tourist visit intention.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing : Asep Miftahuddin : 6750370 Eka Surachman : 5979141
    Uncontrolled Keywords: Influencer Marketing, Destination Image, Visit Intention, Agroedutourism
    Subjects: G Geography. Anthropology. Recreation > G Geography (General)
    H Social Sciences > H Social Sciences (General)
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    S Agriculture > S Agriculture (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Alfan Gibran Hidayatullah
    Date Deposited: 15 Oct 2025 17:01
    Last Modified: 15 Oct 2025 17:01
    URI: http://repository.upi.edu/id/eprint/143411

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