Pengaruh Kredibilitas Vlogger Youtube terhadap Kesadaran Destinasi Wisata dan Keinginan Berwisata Penonton Indonesia
DOI:
https://doi.org/10.23887/jmpp.v6i2.60168Keywords:
Vlogger, YouTube, Destinasi, Intensi Pembelian , KesadaranAbstract
Penelitian ini adalah mengenai dampak vlogger pariwisata Youtube terhadap kesadaran tujuan wisata dan niat beli di Indonesia, khususnya mengenai kredibilitas vlogger, kepada pelanggan. Kerangka yang diusulkan berpendapat bahwa kredibilitas sub-dimensi seperti daya tarik, kepercayaan dan keahlian memiliki dampak yang signifikan terhadap kesadaran destinasi dan niat pembelian. Temuan empiris berdasarkan 350 pelanggan vlog perjalanan dan pariwisata Youtube berusia antara 12-42 tahun mengungkapkan bahwa daya tarik vlogger, kepercayaan kepada vlogger, dan keahlian vlogger secara signifikan meningkatkan kesadaran tujuan wisata dan niat beli mereka. Penelitian ini diharapkan memberikan kontribusi untuk literatur pemasaran dan bukti tambahan mengenai bagaimana influencer media sosial seperti vlogger youtube dapat secara efektif membantu industri pariwisata dan kementerian pariwisata untuk meningkatkan kesadaran tujuan wisata dan meningkatkan niat beli konsumen.
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