Influence of Traveloka's Instagram Social Media Advertising on Sumba on Followers' Visit Decisions
DOI:
https://doi.org/10.59653/pancasila.v2i01.478Keywords:
Instagram Advertising, Sumba, Traveloka, Visit DecisionsAbstract
The latest developments in information technology have provided quick and technically straightforward access. In the rapidly evolving world of the internet, various types of e-commerce, such as online travel agent (OTA) companies, have emerged. Tourism in Indonesia is currently considered one of the significant influences in the country. Traveloka is an online travel agent used for booking tickets and various accommodations online. Additionally, Traveloka is known for its active presence in advertising on various social media platforms. The aim of this research is to determine the Influence of Traveloka's Instagram Social Media Advertising on Sumba on Followers' Visit Decisions. This study employs communication theory (S-O-R) or Stimulus-Organism-Response. The research method is quantitative, involving several data analysis techniques to analyze the obtained data from questionnaire distribution, including Normality Test, Correlation Test, and Simple Linear Regression Test to understand the extent of the influence among the variables being studied using SPSS. The research concludes that Instagram advertising influences visitation decisions. The hypothesis can be interpreted as Instagram advertising having an impact on Visit Decisions.
Downloads
References
Alfaruq, A. N. (2021). Pengaruh Instagram Ads ( Advertising ) Dalam Membangun Brand Awareness Clothing Line HEBE The Effect of Instagram Ads ( Advertising ) in Creating the Brand Awareness of Clothing Line HEBE. Jurnal Ilmiah Mahasiswa, 9(2), 1–17.
Amelia, I. (2014). Hubungan Produk Wisata Dan Citra Destinasi Terhadap Keputusan Berkunjung. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Apjii.or.id. (2022). Internet User Survey in Indonesia. Accessed on April 3, 2023. https://apjii.or.id/berita/d/apjiidiindonesia-digital-outloook-2022_857
Batee, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(2), 313–324. https://doi.org/10.36778/jesya.v2i2.108
Bloomenthal. (2021). Pengaruh Harga, Promosi, Dan Kemudahan Transaksi Terhadap Keputusan Pembelian Pada Situs Traveloka (Studi Kasus Pada Konsumen Traveloka di Semarang). Investopedia, 1–55. https://www.investopedia.com/terms/e/ecommerce.asp
Butar, M. B., Cangara, H., & Wahid, U. (2022). Strategi Komunikasi Penggunaan Instagram Dalam Kegiatan Promosi Kuliner @polkadotkitchen. Inter Komunika, Ilmu Komunikasi, VII(1), 17–33.
Databoks.co.id (2022). The Most Preferred Online Travel Application by Consumers. Accessed on August 22, 2023. https://databoks.katadata.co.id/datapublish/2022/12/16/survei-populix-traveloka-aplikasi-perjalanan-online-paling-banyak-disukai-konsume
Dewi, K. A. S., Agung, A. A. P., & Anggraini, P. N. (2020). Pengaruh Brand Image dan Promosi Media Sosial terhadap Keputusan Menginap di The Bali Dream Villa Resort & Spa Ni Kadek Ayu Sukma Dewi. Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar. Values Journal, 1(4).
Dwi, S. (2020). Pengaruh Promosi Instagram, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Followers Instagram Bakpia Tugu Jogja.
Hapsara. (2022). Analisis Keputusan Berkunjung Melalui Minat Berkunjung: Citra Destinasi Dan Aksesibilitas Pada Geopark Merangin Jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(01), 64–76. https://doi.org/10.22437/jmk.v11i01.14802
Hardany. (2022). Korelasi Content Likeability dan Content Credibility terhadap Consumer Acceptance pada Advertising Product Placement. Inter Komunika, Ilmu Komunikasi, VII(2), 15–33.
Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan Di Media Sosial Instagram Terhadap Minat Beli Masyarakat Pada E-Commerce. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1), 217–228. https://doi.org/10.35794/jmbi.v8i1.33853
Hediyanti. (2021). Pengaruh Iklan Dan Tagline Terhadap Minat Beli Pada Tiket.Com Indonesia. Revitalisasi, 66(8), 465–471. https://doi.org/10.51620/0869-2084-2021-66-8-465-471
Karamang, E. (2022). Pengaruh Social Media Marketing Dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. Management and Enterpreneurship Journal, 5(1), 20–31.
Kristiutami, Y. P. (2017). Pengaruh Keputusan Berkunjung Terhadap Kepuasan Wisatawan Di Museum Geologi Bandung. Jurnal Pariwisata, 4(No.1), 53–62.
Kumparan.com (2022). Online Tourism Ticketing Booking. Accessed on April 3, 2023. https://kumparan.com/destiaretaa/biroperjalanan-wisata-dan-pemesananonlinemana-yang-lebih-unggul1yyO4BNCV7C
Kurniawan. (2020). Pengaruh Brand Awareness, Iklan Media Sosial dan E-Word Of Mouth Terhadap Keputusan Pembelian Sepeda Motor Honda (Studi Kasus Pada Customer Bintang Motor Jaya Buaran). Sekolah Tinggi Ilmu Ekonomi Indonesia. http://repository.stei.ac.id/id/eprint/1585
Ma’ruf, M. A. (2017). Analisa Penggunaan Instagram Sebagai Media Informasi Kabupaten Nganjuk. Equilibrahim, 5(6).
Mustapa, A., Machmud, R., & Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada Umkm Jiksau Food. Jambura, 5(1), 2022. http://ejurnal.ung.ac.id/index.php/JIMB
Prasetyo, D. (2016). Pengaruh Iklan Di Media Sosial Instagram Dan Reference Group Terhadap Keputusan Pembelian Produk Fashion Casual ( Studi Pada Mahasiswa Uksw Salatiga ). Fakultas Ekonomika Dan Bisnis Universitas Kristen Satya Wacana Salatiga.
Pristiwa. (2021). Penaruh Iklan dan Harga Terhadap Keputusan Pembelian Tiket Pesawat di Situs Online Traveloka. 11 No.1.
Rahmat abidin, A., & Abidin, M. (2021). Urgensi Komunikasi Model Stimulus Organism Response (S-O-R) Dalam Meningkatkan Kualitas Pembelajaran. Al-Iltizam: Jurnal Pendidikan Agama Islam, 6(2), 74. https://doi.org/10.33477/alt.v6i2.2525
Santosa. (2020). Pengaruh Iklan Di Traveloka Terhadap Keputusan Menginap Pada Hotel Gumilang Regency. Pro Mark, 10(September). https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/.
Situmeang. (2020). Pengaruh Program Acara Konser Tombo Kangen In Memoriam Didi Kempot Dan Daya Tarik Iklan Terhadap Keputusan Melaksanakan Donasi. MEDIALOG: Jurnal Ilmu Komunikasi, 3(2), 13–23. https://doi.org/10.35326/medialog.v3i2.728
Situmeang, I. V. O. (2022). Pengaruh Aktivitas Integrated Marketing Communication Dan Brand Image Terhadap Keputusan Menggunakan Indihome (Survey Pada Pelanggan Indihome Di Facebook Info Pasang Wifi Indihome). Ekspresi Dan Persepsi: Jurnal Ilmu Komunikasi, 5(2), 153–162.
Traveloka.com (2023). About Traveloka. Accessed on April 3, 2023 https://www.traveloka.com/id-id/about-us
Yudha, A. P., Irawan, A. W., & Pakuan, U. (2022). Analisa Iklan Melalui Fitur Instagram Ads Terhadap Minat Beli Konsumen Frozen Food. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 8(1), 55–74. https://doi.org/10.34203/jimfe.v8i1.5280
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2023 Afifah Zahra Gunawan, Woro Harkandi Kencana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
