Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/111277
Title: | Efektivitas e-WOM melalui Instagram sebagai Media Pemasaran Viral Agroeduwisata di Masa Pandemi Covid-19 (Kasus: Kampung Agroeduwisata Organik Mulyaharja, Kecamatan Bogor Selatan, Kota Bogor, Jawa Barat) |
Other Titles: | The Effectiveness of E-WOM through Instagram as Viral Marketing Media for Agroedutourism during the COVID-19 Pandemic |
Authors: | Fatchiya, Anna Syahira, Aliya Nur |
Issue Date: | 2022 |
Publisher: | IPB University |
Abstract: | Pembatasan Kegiatan Masyarakat (PPKM) selama masa pandemi COVID-19 membuat
sektor pariwisata terdampak. Destinasi wisata Kota Bogor, yaitu Kampung Agroeduwisata
Organik Mulyaharja harus tutup sementara dan melakukan promosi melalui media sosial
pasca-PPKM. Salah satu strategi promosi yang efektif dilakukan di media sosial adalah
electronic word of mouth dimana calon pengunjung dapat mendapat rekomendasi dan
informasi berdasar pengalam pribadi yang membantu memutuskan kunjungan. Tujuan dari
penelitian ini adalah untuk menganalisis efektivitas e-WOM dan media sosial Instagram
sebagai media pemasaran viral Kampung wisata di masa pandemi COVID-19. Metode
yang digunakan adalah metode kuantitatif dengan kuesioner online dan didukung dengan
data kualitatif melalui wawancara mendalam. Responden pada penelitian ini adalah
followers Instagram @visitmulyaharja berjumlah 44 orang yang didapatkan melalui teknik
accidental sampling. Hasil penelitian menunjukkan bahwa penilaian responden terhadap
dimensi electronic word of mouth yang paling kuat adalah valensi pendapat, efektivitas
strategi promosi di masa pandemi ternyata efektif untuk meningkatkan perhatian dan
ketertarikan followers, dan terdapat faktor-faktor yang berhubungan dengan efektivitas
strategi promosi, yaitu dimensi intensitas berhubungan kuat dengan share, konten
berhubungan kuat dengan search, dan valensi pendapat berhubungan kuat dengan interest Restrictions on Community Activities (PPKM) during the COVID-19 pandemic impacted the tourism sector. The Bogor City tourist destination, namely the Mulyaharja Organic Agroedutourism Village, must temporarily close and promote through post-PPKM social media. One of the effective promotional strategies carried out on social media is electronic word of mouth where potential visitors can get recommendations and information based on personal experiences that help decide on a visit. The purpose of this study was to analyze the effectiveness of e-WOM and Instagram social media as viral marketing media for Kampung Wisata during the COVID-19 pandemic. The method used is a quantitative method with an online questionnaire and is supported by qualitative data through in-depth interviews. Respondents in this study were Instagram followers @visitmulyaharja totaling 44 people obtained through accidental sampling technique. The results showed that the respondents' assessment of the strongest electronic word of mouth dimension was opinion valence, the effectiveness of promotional strategies during the pandemic was effective in increasing followers' attention and interest, and there were factors related to the effectiveness of promotional strategies, namely the intensity dimension associated Strongly related to share, content was strongly related to search, and opinion valence was strongly related to interest. |
URI: | http://repository.ipb.ac.id/handle/123456789/111277 |
Appears in Collections: | UT - Communication and Community Development |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover, Lembar Pernyataan, Abstrak, Lembar Pengesahan, Prakata, dan Daftar Isi.pdf Restricted Access | Cover | 567.59 kB | Adobe PDF | View/Open |
I34180124_Aliya Nur Syahira.pdf Restricted Access | Fullteks | 2.08 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 1.69 MB | Adobe PDF | View/Open |
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