PENGARUH ELECTRONIC WORD OF MOUTH KONTEN LABUAN BAJO DAN CELEBRITY ENDORSER PADA AKUN TIKTOK @TASSY.SY TERHADAP MINAT BERKUNJUNG GENERASI Z

Ayra Sekar Putri Irawan, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH KONTEN LABUAN BAJO DAN CELEBRITY ENDORSER PADA AKUN TIKTOK @TASSY.SY TERHADAP MINAT BERKUNJUNG GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The recovery of the tourism sector in Indonesia, especially Labuan Bajo can be overcome by utilizing technological developments and social media such as TikTok. Tassy is one of the traveling content creators who often shares travel content on TikTok. This study aims to determine how much influence electronic word of mouth (variable X1) Labuan Bajo content and celebrity endorsers (variable X2) on the TikTok account @tassy.sy on visiting interest (variable Y) of Generation Z. The theory used in this study is the Source Credibility Theory. The research method used is explanatory quantitative. The sample technique uses Purposive Sampling by distributing questionnaires through TikTok. The study population was followers of the TikTok account @tassy.sy and obtained a sample number of 100 results from the Taro Yamane formula. The results of multiple linear regression analysis showed that E-WOM and celebrity endorser each had a positive and significant effect on visiting interest, with the magnitude of celebrity endorser influence (0.827) greater than E-WOM (0.729). While the interaction between E-WOM and celebrity endorsers negatively affects visiting interest, it means that the knowledge gained through celebrity endorser accounts on TikTok elaborated with E-WOM related to Labuan Bajo does not make an increase in visiting interest. The value of the coefficient of determination shows that the contribution of E-WOM Labuan Bajo content and celebrity endorsers on the TikTok account @tassy.sy to visiting interest is 92.3%.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411241] [Pembimbing: Drina Intyaswati] [Penguji 1: Siti Maryam] [Penguji 2: Zayyin Abdul Quddus]
Uncontrolled Keywords: Electronic Word of Mouth, Celebrity Endorser, TikTok, Visiting Interest
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: AYRA SEKAR PUTRI IRAWAN
Date Deposited: 23 Aug 2024 07:45
Last Modified: 23 Aug 2024 07:45
URI: http://repository.upnvj.ac.id/id/eprint/30103

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