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http://repository.ipb.ac.id/handle/123456789/124508
Title: | Efektivitas Komunikasi Pemasaran Instagram dalam Membentuk Niat Kunjungan Kembali ke Objek Wisata Kampung Labirin |
Other Titles: | The Effectiveness of Instagram Marketing Communications in Shaping Intentions for Return Visits to the Kampung Labirin Tourism Object |
Authors: | Purnaningsih, Ninuk Pusparini, Astrid Milenia |
Issue Date: | 2023 |
Publisher: | IPB University |
Abstract: | Pengembangan wisata berbasis pemberdayaan masyarakat menjadi fokus utama
Pemkot Bogor dalam upaya pemulihan perekonomian, salah satunya berlokasi di
objek wisata Kampung Labirin yang memanfaatkan Instagram sebagai media
komunikasi pemasaran utama. Pemanfaatan media sosial dinilai dapat
meningkatkan jumlah kunjungan terlebih untuk membentuk niat kunjungan
kembali sehingga tujuan penelitian ini adalah menganalisis efektivitas komunikasi
pemasaran Instagram dalam membentuk niat kunjungan kembali. Penelitian ini
menggunakan metode kuantitatif didukung data kualitatif dengan pemilihan 44
responden menggunakan teknik accidental sampling dan diolah menggunakan uji
korelasi Rank Spearman dan chi square. Pengunjung yang merupakan pengikut
akun Instagram menilai sangat baik terhadap konten yang memperhatikan aspek
etika. Efektivitas komunikasi pemasaran dinilai efektif dalam menarik perhatian,
menimbulkan ketertarikan dan menimbulkan keinginan untuk berkunjung
kembali. Faktor-faktor yang berhubungan dengan efektivitas komunikasi
pemasaran adalah kejelasan informasi, aspek etis, dan daya tarik visual yang
ketiganya berhubungan cukup kuat dengan efektivitas komunikasi pemasaran
pada tahap perhatian, keinginan, dan tindakan. The development of community empowerment-based tourism is the main focus of the Bogor City Government in an effort to restore the economy, one of which is located in the Kampung Labirin which utilizes Instagram as the main marketing communication medium. The use of social media is considered to be able to increase the number of visits especially to form return visit intentions so that the purpose of this study is to analyze the effectiveness of Instagram marketing communications in forming return visit intentions. This study uses quantitative methods supported by qualitative data with the selection of 44 respondents using accidental sampling techniques and processed using the Rank Spearman correlation test and chi square. Visitors who are followers of the Instagram account evaluate very well to the content that pays attention to ethical aspects. The effectiveness of marketing communications is considered effective in attracting attention, generating interest and creating a desire to return. Factors related to the effectiveness of marketing communications are the clarity of information, ethical aspects, and visual appeal, all three of which are quite strongly related to the effectiveness of marketing communications at the attention, desire, and action stages. |
URI: | http://repository.ipb.ac.id/handle/123456789/124508 |
Appears in Collections: | UT - Communication and Community Development |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover_I34180043_Astrid Milenia Pusparini.pdf Restricted Access | Cover | 1.61 MB | Adobe PDF | View/Open |
I34180043_Astrid Milenia Pusparini.pdf Restricted Access | Fullteks | 3.71 MB | Adobe PDF | View/Open |
Lampiran_I34180043_Astrid Milenia Pusparini.pdf Restricted Access | Lampiran | 1.45 MB | Adobe PDF | View/Open |
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