Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan

https://doi.org/10.35912/jakman.v2i3.381
Published: Jun 14, 2021

Abstract:

Purpose: This research aimed to analyze the effect of social media marketing (SMM) on visit intention towards tourist attractions in Bandung, mediated by their perceived value.

Research methodology: The research approach used a quantitative method using a questionnaire that involved 90 followers of Instagram account related to Bandung tourist destinations posts.

Results: Using SPSS Ver.22, the findings claimed that the SMM has a positive effect on perceived value simultaneously. However, only one dimension of SMM, which is communication, has a partial effect on visit intention. Furthermore, the followers’ perceived value successfully mediates SMM on the visit intention.

Limitations: This research is limited merely to utilizing one social media platform (Instagram account) related to Bandung's tourist attraction. Hence, further research covering the utilization of other social media platforms related to tourist attraction in various locations in Indonesia is needed to obtain comprehensive findings.

Contribution: This research contributes to the advancement of marketing management to help stakeholders in the tourism industry determine SMM strategy using the Instagram account that can be utilized as a platform to shape positive perceived value and drive tourist visit intention.

Keywords:
1. Social Media Marketing
2. Perceived value
3. Visit intention
Authors:
1 . Alvin Satria Nugraha
2 . Tania Adialita
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How to Cite
Nugraha, A. S., & Adialita, T. (2021). Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan . Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(3), 195–212. https://doi.org/10.35912/jakman.v2i3.381
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Issue & Section
Vol. 2 No. 3 (2021): Juni
Articles
References

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  2. Aulia, S. A., Sukati, I., & Sulaiman, Z. (2016). A Review: Customer Perceived Value and its Dimension. Asian Journal of Social Sciences and Management Studies, 3(2), 150–162. https://doi.org/10.20448/journal.500/2016.3.2/500.2.150.162
  3. BPS. (2015). Data Kunjungan Wisatawan 2010-2015. https://bandungkota.bps.go.id/subject/16/pariwisata.html
  4. Budianto, I. (2018). Apa itu Social Media Marketing : Belajar Strategi Pemasaran Melalui Media Sosial. Winstarlink. https://winstarlink.com/social-media-marketing/
  5. Doosti, S., Jalilvand, M. ., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the Influence of Electronic Word of Mouth on Visit Intention: The Mediating Role of Tourists’ Attitude and City Image. International Journal of Tourism Cities. https://doi.org/10.1108/ijtc-12-2015-0031
  6. Fink. (2003). The Survey Kit. Thousand oaks, CA:sage.
  7. Fitriani, D., Arifin, R., & Rachmat, A. (2017). Pengaruh Persepsi Nilai, Persepsi Merek dan Persepsi Harga terhadap Minat Berkunjung (Studi Kasus pada Pariwisata Alam Omah Kayu di Batu).
  8. Georon, L. (2019). Millennials and their ‘backpack full of apps. https://www.diggitmagazine.com/articles/millennials-tourism-apps
  9. Herlina, H., & Diputra, T. T. (2018). Implementasi Rumus Sobel pada Web dengan Topik Regresi Linier menggunakan Variabel Intervening. Jurnal Algoritma, Logika Dan Komputasi, 1(1), 19–24.
  10. Idhom, A. M. (2019). Daftar 10 Kota Wisata Indonesia Terpopuler 2019 versi TripAdvisor. Tirto.id.
  11. Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen. 01.
  12. Istiqomah, Z. (2016). Kunjungan Turis Asing ke Kota Bandung Minim. Replubica.co.id.
  13. Kotler, P., Bowen, john T., & C, J. (2006). Marketing Hospitality and Tourism (Fourth). Pearson Education.
  14. Kotler, P., & Keller, Kevin lane. (2016). Marketing Management. McGraw Hill.
  15. Lumbantobing, S. M., & Priansa, D. J. (2018). Pengaruh Persepsi Nilai Terhadap epuasan Konsumen Pengguna Kereta Api. 4(3), 1178–1190.
  16. Maoyan, Zhujunxuan, & Sangyang. (2014). Consumer Purchase Intention Research Based on Social Media Marketing . 5(10), 92–97.
  17. Maryanti, E., Embun, P., & Putri, S. L. (2018). Persepsi Konsumen terhadap Minat Berkunjung Pada Hotel Syariah Di Kota Padang. IV.
  18. Mustikasari, A., & Widaningsih, S. (2016). The Influence of e-WOM on the Decision Comes to The Tourism in Bandung. Manajemen Indonesia. https://journals.telkomuniversity.ac.id/ijm/article/view/315/262
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  20. Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioural Science. Holt, rinehart And Winston.
  21. sekaran, U., & Bougie, R. J. (2016). Research Methods for Business: A Skill Building Approach. John Wiley & Son.
  22. Septarini, E. C. (2016). Susun Rencana Liburan Sendiri atau dengan Travel Agent? Ini Plus Minusnya. https://traveling.bisnis.com/read/20160612/361/556923/susun-rencana-liburan-sendiri-atau-dengan-travel-agent-ini-plus-minusnya
  23. Sholikha, E. A., & Sunarti. (2019). Pengaruh Media Sosial terhadap Minat Berkunjung Followers (Survei pada Followers Akun Instagram @batuflowergarden.Cobanrais). 70.
  24. Smartinsight. (2018). Facebook vs. Instagram advertising: Which One’s Better for Your Business? Smartinsight. Https://www.smartinsights.com/Social-Media-Marketing/Instagram-Marketing/Facebook-Vs-Instagram-Advertising-Which-Better-For-B2b/
  25. Stelzner, M. A. (2019). 2019 Social Media Marketing Report "How Marketers are Using Social Media to Grow Their businesses. Social Media Examiner. https://www.socialmediaexaminer.com/
  26. Sugiama, A. G. (2014). Metode Riset: Bisnis dan Manajemen. Guardaya Intimarta.
  27. Sugiyono. (2017). Metode Penelitian Pendidikan. Alfabeta.
  28. Wahyuni, T. (2015). Survei: Bandung Kota Terfavorit Wisatawan Se-ASEAN. CNN Indonesia.
  29. Wardani, A. S. (2019). Jumlah Pengguna Instagram dan Facebook Indonesia Terbesar ke-4 di Dunia. Liputan6. https://www.liputan6.com/tekno/read/3998624/jumlah-pengguna-instagram-dan-facebook-indonesia-terbesar-ke-4-di-dunia
  30. Yahya, A. (2019). Siaran Pers?: Industri Pariwisata Diminta Siapkan Diri Hadapi Tourism 4.0. Kemenpar. http://www.kemenpar.go.id/post/siaran-pers-industri-pariwisata-diminta-siapkan-diri-hadapi-tourism-40