PENGARUH AKTIVITAS KOMUNIKASI PEMASARAN MEDIA SOSIAL INSTAGRAM, DESTINATION IMAGE TERHADAP DESTINATION BRAND EQUITY (Survey: Destination Obyek Wisata Bahari Ujung Kulon dan Anak Krakatau, Banten)

SUSILAWATI, SITI (2021) PENGARUH AKTIVITAS KOMUNIKASI PEMASARAN MEDIA SOSIAL INSTAGRAM, DESTINATION IMAGE TERHADAP DESTINATION BRAND EQUITY (Survey: Destination Obyek Wisata Bahari Ujung Kulon dan Anak Krakatau, Banten). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Instagram social media marketing communication activities and destination image on destination brand equity. The image of a destination is a determining factor in vacation choices for tourists. Tourists get information about the image of a tourist attraction from marketing communications on social media Instagram so that the information available on this social media attracts tourists to come on vacation. Furthermore, the research methodology uses quantitative methods, sampling techniques using simple random sampling and the research questionnaire was filled by 96 respondents. Quantitative data analysis uses multiple linear regression method. The results showed (1) Instagram social media marketing communication activities have a significant effect on destination brand equity. (2) destination image has a significant effect on destination brand equity. (3) Instagram social media marketing communication activities and destination image together have a significant effect on destination brand equity. The conclusion of destination image research provides the results of the strongest and most significant influence on destination brand equity than Instagram social media marketing communication activities. This is because a positive and good image is the main attraction for tourists to come on vacation and is also a prerequisite for a successful marketing communication strategy. Keywords : social media marketing communication, destination image, brand equity, Ujung Kulon, Banten Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas komunikasi pemasaran media sosial Instagram dan destination image terhadap destination brand equity. Image dari suatu destinasi merupakan faktor penentu dalam pilihan liburan bagi wisatawan. Wisatawan memperoleh informasi tentang image obyek wisata dari komunikasi pemasaran di media sosial instagram sehingga informasi yang tersedia di media sosial tersebut memberikan daya tarik wisatawan untuk datang berlibur. Selanjutnya, pada metodologi penelitian menggunakan metode kuantitatif, teknik sampling menggunakan simple random sampling dan kuesioner penelitian telah diisi oleh 96 responden. Analisis data kuantitatif menggunakan metode regresi linear berganda. Hasil penelitian menunjukkan (1) aktivitas komunikasi pemasaran media sosial Instagram berpengaruh signifikan terhadap destination brand equity. (2) destination image berpengaruh signifikan terhadap destination brand equity. (3) aktivitas komunikasi pemasaran media sosial Instagram dan destination image secara bersama-sama berpengaruh signifikan terhadap destination brand equity. Kesimpulan penelitian destination image memberikan hasil pengaruh yang paling kuat dan signifikan terhadap destination brand equity daripada aktivitas komunikasi pemasaran media sosial Instagram. Hal ini dikarenakan image yang positif dan bagus menjadi daya tarik utama wisatawan untuk datang berlibur dan sekaligus sebagai prasyarat untuk strategi komunikasi pemasaran yang sukses. Kata Kunci : komunikasi pemasaran media sosial, destination image, brand equity, Ujung Kulon, Banten

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55218110014
Uncontrolled Keywords:	komunikasi pemasaran media sosial, destination image, brand equity, Ujung Kulon, Banten
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.17 Print Media/Media Cetak 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	Dede Muksin Lubis
Date Deposited:	22 Nov 2021 04:47
Last Modified:	22 Nov 2021 04:47
URI:	http://repository.mercubuana.ac.id/id/eprint/47634

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