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All Journal Media Mahardhika
Edo Galih Permadi
Universitas Wijaya Putra
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH SOCIAL COMPARISON TERHADAP ENVY DAN NIAT MENGUNJUNGI DESTINASI WISATA DI INSTAGRAM Edo Galih Permadi; Waras Waras
Media Mahardhika Vol. 22 No. 1 (2023): September 2023
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v22i1.797

Abstract

Social media has become a place to share experiences when visiting tourist destinations. This research focuses on a phenomenon that is often experienced by Instagram social media users, namely comparing themselves with friends who uploaded interesting travel experiences and feeling envious. The data used in this study are 100 Instagram users who meet the criteria. Data collection was carried out by distributing questionnaires online. The results of the study shows that Instagram users who are involved in social comparisons, especially upward social comparisons, can feel envy, which creates an intention to visit tourist destinations uploaded by friends. Upward social comparison also directly influences the intention to visit tourist destinations. The theoretical implications of this study explains the mechanism in the relationship between social comparison, envy and the intention to visit tourist destinations. This research also explains the managerial implications that are useful in developing marketing strategies on social media.
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