Analisis Pengaruh Blog, Social Network, dan Pariwara terhadap Minat Berwisata di Indonesia
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Abstract
Marketers and advertisers have been challenged to measure the effectiveness of new media, e.g. social media such as blogs/vlogs and social networks against the goal of the marketing communication campaign. Meanwhile, advertising has more robust measurements to justify its campaign. This study is performed to provide an alternative point of view to measure the effectiveness of blogs/vlogs and social networks, as well as advertising in the tourism industry. The objective of this research is to measure the influence of blogs/vlogs, social networks, and advertising campaigns on travel intention to a tourist destination in Indonesia. This research employed multilinear regression analysis to develop a model, which explains the influence of three marketing communication channels: blog/vlog, social network, and advertising on the travel intention. The research concludes that all three channels are significant and have positive influences on travel intention (F = 89.027, F-sig <0.05). Blog/vlog has a regression coefficient of 0.315, t = 6.146, and p < 0.001. The social network has a coefficient of 0.411, t = 7.650, and p < 0.001; and advertising has a coefficient of 0.113, t = 2.600, p < 0.05. These results indicate that the influences of social networks and blogs/vlogs on travel intention are far stronger than advertising. And therefore given the same message or deliverables, the effectiveness of social networks and blogs/vlogs, is higher than advertising.
Para marketer dan advertiser selalu ditantang untuk mengukur efektivitas dari marketing communication channel yang digunakan, terutama untuk new media, yakni media sosial seperti blog/vlog dan social network terhadap goal dari kampanye komunikasi pemasaran. Di sisi lain, pariwara atau iklan telah menggunakan pengukuran yang lebih robust untuk menjustifikasi kampanye iklan tersebut. Studi ini diselenggarakan untuk memberikan POV (point of view) alternatif untuk mengukur efektivitas dari blog/vlog, social network, dan pariwara di industri pariwisata. Penelitian ini bertujuan untuk mengukur pengaruh blog/vlog, social network, dan pariwara terhadap minat berwisata ke destinasi wisata di Indonesia. Riset kuantitatif ini menggunakan metode analisis regresi linier berganda untuk menjelaskan pengaruh secara parsial dan simultan dari tiga channel komunikasi pemasaran: blog/vlog, social network, dan pariwara terhadap minat berwisata. Kesimpulan dari studi ini adalah bahwa ketiga channel tersebut berpengaruh positif dan signifikan terhadap minat berwisata (F = 89,027, F-sig < 0,05). Koefisien Blog/vlog = 0,315, t = 6,146, dan p < 0,001. Koefisien social network = 0,411, t = 7,650, dan p < 0,001; dan koefisien pariwara = 0,113, t = 2,600, p < 0,05. Hasil ini menunjukkan bahwa social network dan blog/vlog mempunyai pengaruh terhadap minat berwisata yang lebih kuat dibandingkan dengan pariwara. Ini mengindikasikan bahwa dengan pesan dan deliverables yang sama, efektivitas social network dan blog/vlog lebih tinggi daripada pariwara.
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