Ningrum, Regita Sukma and Dr. Sunarti, S.Sos., M.AB. (2024) Pengaruh Short Video Marketing Terhadap Destination Image dan Dampaknya Pada Minat Berkunjung (Survei Pada Pengikut TikTok Batu Night Spectacular). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) mengetahui dan menganalisis pengaruh Short Video Marketing terhadap Destination Image, 2) mengetahui dan menganalisis pengaruh Short Video Marketing terhadap Minat Berkunjung, 3) mengetahui dan menganalisis pengaruh Destination Image terhadap Minat Berkunjung, 4) mengetahui dan menganalisis pengaruh Short Video Marketing terhadap Minat Berkunjung melalui Destination Image. Jenis Penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang diteliti meliputi Short Video Marketing, Destination Image, dan Minat Berkunjung. Populasi dalam penelitian ini merupakan pengikut akun TikTok Batu Night Spectacular. Sampel dalam penelitian ini berjumlah 115 responden yang didapatkan dengan teknik purposive sampling serta menggunakan instrumen berupa kuesioner. Teknik analisis data dalam penelitian ini adalah statistik deskriptif dan path analysis. Hasil penelitian menunjukan bahwa Short Video Marketing berpengaruh signifikan terhadap Destination Image, Short Video Marketing berpengaruh signifikan terhadap Minat Berkunjung. Destination Image berpengaruh signifikan terhadap Minat Berkunjung dan Short Video Marketing berpengaruh signifikan terhadap Minat Berkunjung melalui Destination Image
English Abstract
This research aims to: 1) determine and analyze the effect of Short Video Marketing on Destination Image, 2) determine and analyze the effect of Short Video Marketing on Visit Intention, 3) determine and analyze the effect of Destination Image on Visit Intention. 4) determine and analyze the effect of Short Video Marketing on Visit Intention through Destination Image. The type of research used is explanatory research with a quantitative approach. The variables studied include Short Video Marketing, Destination Image, and Interest in Visiting. The population in this study were followers of the Batu Night Spectacular TikTok account. The sample in this study amounted to 115 respondents obtained by purposive sampling technique and using an instrument in the form of a questionnaire. Data analysis techniques in this study are descriptive statistics and path analysis. The results showed that Short Video Marketing has a significant effect on Destination Image. Short Video Marketing has a significant effect on Visit Intention. Destination Image has a significant effect on Visit Intention. Short Video Marketing has a significant effect on Visiting Intention through Destination Image
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052403 |
| Uncontrolled Keywords: | Short Video Marketing, Destination Image, Minat Berkunjung |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 06 Aug 2024 04:16 |
| Last Modified: | 06 Aug 2024 04:16 |
| URI: | http://repository.ub.ac.id/id/eprint/222466 |
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Text (DALAM MASA EMBARGO)
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