The Effect of Influencer Marketing on Generation Z’s Decision to Visit Tourist Destinations in Bandung
DOI:
https://doi.org/10.58812/jmws.v5i05.3664Kata Kunci:
Electronic Word of Mouth, Pemasaran Influencer, Keputusan Kunjungan, Generasi Z, Destinasi PariwisataAbstrak
Pertumbuhan pesat teknologi digital dan media sosial telah mengubah cara wisatawan mencari informasi dan membuat keputusan terkait perjalanan. Di kalangan Generasi Z, Electronic Word of Mouth (e-WOM) dan Influencer Marketing telah menjadi sumber informasi penting yang memengaruhi persepsi dan niat perilaku terhadap destinasi wisata. Studi ini bertujuan untuk meneliti pengaruh Electronic Word of Mouth dan Influencer Marketing terhadap keputusan Generasi Z untuk mengunjungi destinasi wisata di Bandung. Pendekatan penelitian kuantitatif digunakan dengan metode survei. Data dikumpulkan dari 150 responden Generasi Z melalui kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan SPSS versi 25, termasuk pengujian validitas, pengujian reliabilitas, pengujian asumsi klasik, analisis regresi linier berganda, analisis koefisien determinasi, uji-t, dan uji-F. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh positif dan signifikan terhadap keputusan kunjungan. Influencer Marketing juga memiliki pengaruh positif dan signifikan terhadap keputusan kunjungan. Secara simultan, Electronic Word of Mouth dan Influencer Marketing secara signifikan memengaruhi keputusan Generasi Z untuk mengunjungi destinasi wisata di Bandung. Koefisien determinasi (R²) sebesar 0,661 menunjukkan bahwa 66,1% variasi dalam keputusan kunjungan dapat dijelaskan oleh dua variabel independen. Hasil penelitian menunjukkan bahwa ulasan online positif, rekomendasi, dan konten yang dihasilkan oleh influencer memainkan peran penting dalam membentuk keputusan perjalanan di kalangan Generasi Z. Oleh karena itu, pengelola dan pemasar destinasi wisata harus memperkuat strategi pemasaran digital melalui pengelolaan ulasan online yang efektif dan kolaborasi dengan influencer media sosial yang relevan untuk meningkatkan daya tarik destinasi dan minat pengunjung.
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