Putri, Catherine Chandra (2023) PENGARUH PEMASARAN MEDIA SOSIAL DAN KREDIBILITAS INFLUENCER TERHADAP NIAT BERKUNJUNG PADA DESTINASI WISATA MOJA MUSEUM MELALUI CITRA DESTINASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMIC AND BUSINESS JAKARTA (A) CATHERINE CHANDRA PUTRI (115200182) (B) THE INFLUENCE OF SOCIAL MEDIA MARKETING AND INFLUENCER CREDIBILITY TO VISIT INTENTION OF MOJA MUSEUM THROUGH DESTINATION IMAGE (C) XV + 129 pages + 24 tables + 11 pictures + 16 attachments (D) MANAGEMENT MARKETING (E) Abstract: This research aims to test the effect of social media marketing and influencer credibility on visit intention at the Moja Museum tourist destination. Then test the mediating variables of destination image on social media marketing and influencer credibility on visit intention. The respondents obtained in this research were 261 and the sample used was 236 respondents who knew the Moja Museum tourist destination and had watched social media content of @azizsyafiullah and other influencers regarding the Moja Museum. Data collection was obtained from distributing questionnaires via Google Form using non-probability sampling methods and purposive sampling techniques. Data processing uses SmartPLS software. The results obtained from this research are that social media marketing and influencer credibility have a significant positive influence on visit intention and destination image, destination image has an insignificant positive influence between social media marketing on visit intention, destination image has a significant positive influence between influencer credibility on visit intention. (F) Reference 1951 – 2023 (G) Miharni Tjokrosaputro S.E., M.M., Dr. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) CATHERINE CHANDRA PUTRI (115200182) (B) PENGARUH PEMASARAN MEDIA SOSIAL DAN KREDIBILITAS INFLUENCER TERHADAP NIAT BERKUNJUNG PADA DESTINASI WISATA MOJA MUSEUM MELALUI CITRA DESTINASI (C) XV + 129 halaman + 24 tabel + 11 gambar + 16 lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini memiliki tujuan untuk menguji pengaruh social media marketing dan influencer credibility terhadap visit intention pada destinasi wisata Moja Museum. Kemudian menguji variabel mediasi destination image pada social media marketing dan influencer credibility terhadap visit intention. Responden yang didapat dalam penelitian ini sebanyak 261 dan sampel yang digunakan sebanyak 236 responden yang mengetahui destinasi wisata Moja Museum dan pernah menonton konten media sosial @azizsyafiullah dan influencer lain mengenai Moja Museum. Pengumpulan data diperoleh dari penyebaran kuesioner melalui google form dengan metode non-probability sampling dan teknik purposive sampling. Pengolahan data menggunakan software SmartPLS. Hasil yang diperoleh dari penelitian ini adalah social media marketing dan influencer credibility memiliki pengaruh yang positif signifikan terhadap visit intention dan destination image, destination image memberikan pengaruh positif tidak signifikan antara social media marketing terhadap visit intention, destination image memberikan pengaruh positif signifikan antara influencer credibility terhadap visit intention. (F) Referensi tahun 1951 – 2023 (G) Miharni Tjokrosaputro S.E., M.M., Dr.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 09 Aug 2024 02:24 |
| Last Modified: | 09 Aug 2024 02:24 |
| URI: | http://repository.untar.ac.id/id/eprint/43795 |
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