INSTAGRAMABLE DAN INFLUENCER PENGARUHNYA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN MILENIAL KE PANTAI PETITENGET KEROBOKAN

  • Ida Ayu Komang Juniasih STIMI Handayani Denpasar
  • Ida Bagus Radendra Suastama STIMI Handayani Denpasar
  • Ni Luh Lili Yanti STIMI Handayani Denpasar

Abstract

One of the government's efforts to increase the number of tourists is by developing Instagramable digital tourist destinations for the millennial generation. The use of influencer marketing as a marketing strategy is now widely used by tourism object managers. The purpose of this study was to determine the partial and simultaneous effect of the relationship between instagramable and influencer on the decision to visit millennial tourists to Petitenget beach, Kerobokan. The types of data used in this research are qualitative data and quantitative data, with data sources namely primary and secondary data. 


Methods of collecting data through interviews, observation, questionnaires, and documentation. The data analysis technique used is instrument testing, classical assumption test, multiple linear regression analysis, coefficient of determination analysis, hypothesis testing (ttest), and statistical test (F test). The results of this study indicate that instagramable has a positive and significant effect on the decision to visit millennial tourists to the Petitenget beach, Kerobokan, influencers have a positive and significant effect on the decision to visit millennial tourists to the beach Simultaneously instagramable and influencers simultaneously have a positive and significant influence on the decision to visit millennial tourists to Petitenget beach, Kerobokan.

Published
2021-12-10
How to Cite
KOMANG JUNIASIH, Ida Ayu; RADENDRA SUASTAMA, Ida Bagus; LILI YANTI, Ni Luh. INSTAGRAMABLE DAN INFLUENCER PENGARUHNYA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN MILENIAL KE PANTAI PETITENGET KEROBOKAN. Prosiding, [S.l.], p. 1-19, dec. 2021. Available at: <http://ojs.stimihandayani.ac.id/index.php/PROSIDING/article/view/439>. Date accessed: 02 oct. 2022.
Section
Articles