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All Journal Forum Manajemen
Ni Made Nia Kristyarini
STIMI Handayani Denpasar
Economics, Econometrics & Finance Social Sciences

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PEMASARAN DIGITAL BERBASIS INFLUENCER, PENGARUHNYA TERHADAP MOTIVASI KUNJUNGAN WISATAWAN DOMESTIK KE DESTINASI WISATA DI NUSA PENIDA Ni Nyoman Menuh; Ni Made Nia Kristyarini
Forum Manajemen STIMI Handayani Denpasar Vol 18 No 1 (2020): Jurnal STIMI Vol. 18 No. 1 - 2020
Publisher : Forum Manajemen STIMI Handayani Denpasar

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Abstract

Influencer is one of the factor in the success of digital marketing through social media in Indonesia. It happens because of the high number of people who use social media and their tendency to be influenced by influencers. There is many managers who use this strategy to attract domestic tourists and Nusa Penida is one of the tourist destinations that are often uploaded by influencers. This study aims to determine and analyze the effect of influencer-based digital marketing on the domestic touristmotivation to travel to the tourist destinations in Nusa Penida. The type of data is quantitative with primary data sources. Data is collected by filling out the questionnaires, then being analyzed using quantitative descriptive analysis, includes validity test, reliability test, classic assumption test, simple linear regression test, correlation test, coefficient of determination test and hypothesis test (t-test). The results indicatethere is a significant impact on the tourist motivation to travel to the tourist destinations in Nusa Penida after the existence of influencer-based digital marketing.
PEMASARAN DIGITAL BERBASIS INFLUENCER, PENGARUHNYA TERHADAP MOTIVASI KUNJUNGAN WISATAWAN DOMESTIK KE DESTINASI WISATA DI NUSA PENIDA Ni Nyoman Menuh; Ni Made Nia Kristyarini
Forum Manajemen Vol 18 No 1 (2020): Jurnal STIMI Vol. 18 No. 1 - 2020
Publisher : STIMI Handayani Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61938/fm.v18i1.387

Abstract

Influencer is one of the factor in the success of digital marketing through social media in Indonesia. It happens because of the high number of people who use social media and their tendency to be influenced by influencers. There is many managers who use this strategy to attract domestic tourists and Nusa Penida is one of the tourist destinations that are often uploaded by influencers. This study aims to determine and analyze the effect of influencer-based digital marketing on the domestic touristmotivation to travel to the tourist destinations in Nusa Penida. The type of data is quantitative with primary data sources. Data is collected by filling out the questionnaires, then being analyzed using quantitative descriptive analysis, includes validity test, reliability test, classic assumption test, simple linear regression test, correlation test, coefficient of determination test and hypothesis test (t-test). The results indicatethere is a significant impact on the tourist motivation to travel to the tourist destinations in Nusa Penida after the existence of influencer-based digital marketing.
Co-Authors Ni Nyoman Menuh