Analisis Efektivitas Pemasaran melalui Influencer terhadap Minat Kunjungan Wisata Alam di Gunung Tunak Lombok Tengah Nusa Tenggara Barat

Ramli Ahmad; Angga Tri Putra Pardosi; A. Riadh; Budi Setiawan; Reni Sulistiyowati

doi:10.59581/jmpp-widyakarya.v3i1.4624

Authors

Ramli Ahmad Politeknik Sahid Jakarta
Angga Tri Putra Pardosi Politeknik Sahid Jakarta
A. Riadh Politeknik Sahid Jakarta
Budi Setiawan Universitas Pradita
Reni Sulistiyowati Politeknik Sahid Jakarta

DOI:

https://doi.org/10.59581/jmpp-widyakarya.v3i1.4624

Keywords:

Influencer, Digital Marketing, Tourism, Visit Interest, Social Media

Abstract

In line with the development of social media use, the role of influencers in tourism marketing strategies has developed further. This research is aimed at analyzing marketing through influencers in increasing interest in visiting Mount Tunak tourism in Central Lombok. The purpose of this research is to the influence of trust given to influencers. Data was collected through an online survey to 50 respondents who visited the content promoted by influencers. Competition in the world of tourism today is very tight, therefore it is very important to use influencer-based digital marketing. Influencers already have and can personally and effectively reach audiences, so their relevance and credibility are important to research. The results of the research show that using influencer marketing has a significant impact on visitor interest, which is more dominant when there is trust in the influencer. This research is expected to provide guidance for tourism industry players to maximize strategies in digital marketing.

References

Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x

Hovland, C. I., Janis, I. L., & Kelley, H. H. (2020). Communication and persuasion: Psychological studies of opinion change. Yale University Press.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kotler, P., & Keller, K. L. (2021). Marketing management (15th ed.). Pearson Education.

Kotler, P., Bowen, J. T., & Makens, J. C. (2017). Marketing for hospitality and tourism (7th ed.). Pearson.

Lim, X. J., Radzol, A. R. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170032

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2019.1609701

Setiawan, B. (2024). Sentuhan artificial intelligence dalam promosi digital pada desa wisata di Indonesia. IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora, 8(3), 90–100.

Setiawan, B. (2024). The augmented reality (AR) based on artificial intelligence (AI) in integrated marketing communication (IMC) in tourism villages. Media Wisata, 22(2), 341–352. https://doi.org/10.36276/mws.v22i2.695

Setiawan, B., Arief, M., Hamsal, M., Furinto, A., & Wiweka, K. (2022). The effect of integrated marketing communication on visitor value and its impact on intention to revisit tourist villages: The moderating effect of propensity to travel.

Setiawan, B., Trisdyani, N. L. P., Adnyana, P. P., Adnyana, I. N., Wiweka, K., & Wulandani, H. R. (2018). The profile and behaviour of ‘digital tourists’ when making decisions concerning travelling: Case study—Generation Z in South Jakarta. Advances in Research, 17(2), 1–13. https://doi.org/10.21467/ir.17.2.1-13

Statista. (2023). Global expenditure on influencer marketing in the tourism sector. Retrieved from [Statista Website].