PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP REVISIT INTENTION MELALUI DESTINATION IMAGE

    Anisa Saefuloh, - and Yeni Yuniawati, - and Masroulina Sevtiani, - (2025) PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP REVISIT INTENTION MELALUI DESTINATION IMAGE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap revisit intention dengan menempatkan destination image sebagai variabel mediasi. Pendekatan yang digunakan bersifat kuantitatif dengan jenis penelitian deskriptif dan verifikatif melalui metode explanatory survey. Variabel independen dalam penelitian ini adalah social media marketing, yang terdiri atas lima dimensi utama, yakni entertainment, interaction, trendiness, customization, dan electronic word of mouth (E-WoM). Sementara itu destination image berfungsi sebagai variabel mediasi dengan dua dimensi yang mencerminkan aspek cognitive image dan affective image. Adapun variabel dependen dalam penelitian ini adalah revisit intention, yang diukur melalui tiga dimensi, yaitu intention to revisit, intention to recommend, dan share positive word of mouth. Data penelitian dikumpulkan dari sumber primer melalui penyebaran kuesioner kepada 230 responden yang merupakan wisatawan yang pernah berkunjung dan/atau mengikuti akun TikTok Taman Air Sabda Alam serta Darajat Pass. Proses analisis data dilakukan dalam dua tahap, yaitu analisis deskriptif menggunakan IBM SPSS Statistic 24 for windows dan analisis verifikatif dengan IBM AMOS 24 for Windows melalui pendekatan Structural Equation Modeling (SEM). Temuan penelitian menunjukkan bahwa social media marketing memberikan pengaruh positif dan signifikan terhadap revisit intention melalui peran mediasi destination image pada destinasi wisata Taman Air Sabda Alam dan Darajat Pass. Berdasarkan hasil tersebut, peneliti menyarankan agar pengelola kedua destinasi terus mengembangkan dan meningkatkan efektivitas strategi social media marketing yang diterapkan guna memperkuat citra destinasi serta menumbuhkan kembali niat wisatawan untuk berkunjung. ; This study aims to determine the effect of social media marketing on revisit intention by placing destination image as a mediating variable. The approach used is quantitative with descriptive and verificative research types through explanatory survey methods. The independent variable in this study is social media marketing, which consists of five main dimensions, namely entertainment, interaction, trendiness, customization, and electronic word of mouth (E-WoM). Meanwhile, destination image serves as a mediating variable with two dimensions that reflect cognitive (cognitive image) and affective (affective image) aspects. The dependent variable in this study is revisit intention, which is measured through three dimensions, namely intention to revisit, intention to recommend, and share positive word of mouth. Research data was collected from primary sources through the distribution of questionnaires to 230 respondents who were tourists who had visited and/or followed the TikTok accounts of Taman Air Sabda Alam and Darajat Pass. The data analysis process was carried out in two stages, namely descriptive analysis using IBM SPSS Statistic 24 for windows and verifiable analysis with IBM AMOS 24 for Windows through the Structural Equation Modeling (SEM) approach. The research findings show that social media marketing has a positive and significant effect on revisit intention through the mediating role of destination image at the Taman Air Sabda Alam and Darajat Pass tourist destinations. Based on these results, the researchers suggest that the managers of both destinations continue to develop and improve the effectiveness of the social media marketing strategies implemented to strengthen the image of the destinations and rekindle tourists' intention to visit.

    Baca Full Text klik disini
    [thumbnail of S_MPP_2105865_Title.pdf] Text
    S_MPP_2105865_Title.pdf
    Download (1MB)
    [thumbnail of S_MPP_2105865_Chapter1.pdf] Text
    S_MPP_2105865_Chapter1.pdf
    Download (390kB)
    [thumbnail of S_MPP_2105865_Chapter2.pdf] Text
    S_MPP_2105865_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (920kB)
    [thumbnail of S_MPP_2105865_Chapter3.pdf] Text
    S_MPP_2105865_Chapter3.pdf
    Download (881kB)
    [thumbnail of S_MPP_2105865_Chapter4.pdf] Text
    S_MPP_2105865_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    [thumbnail of S_MPP_2105865_Chapter5.pdf] Text
    S_MPP_2105865_Chapter5.pdf
    Download (301kB)
    [thumbnail of S_MPP_2105865_Appendix.pdf] Text
    S_MPP_2105865_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (3MB)
    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Yeni Yuniawati: 6146618 Masroulina Sevtiani: 6945807
    Uncontrolled Keywords: Revisit Intention, Social Media Marketing, Destination Image, Wisata Taman Air Revisit Intention, Social Media Marketing, Destination Image, Water Park
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
    Depositing User: Anisa Saefuloh
    Date Deposited: 18 Dec 2025 01:28
    Last Modified: 18 Dec 2025 01:28
    URI: http://repository.upi.edu/id/eprint/145783

    Actions (login required)

    View Item View Item