KONSEP BRAND STORYTELLING, VALUE PERCEPTIONS DAN VISIT INTENTION PADA KAWASAN TUJUAN WISATA DI JAKARTA
Survey pada Video Iklan Taman Mini Indonesia Indah di YouTube
Abstract
This study aims to examine the effect of brand storytelling on value perceptions and its impact on Visit Intention on tourism destinations in Jakarta (Survey on YouTube Channel of Taman Mini Indonesia Indah). The survey was conducted on 100 subscribers of the YouTube Channel of TMII Official. With purposive sampling technique and Path analysis technique to analyze this study, the results show that 1) Brand storytelling has a significant effect of 0.680 or 68,0% on value perceptions; 2) Value perceptions significantly influence 0,477 or 47,7% to visit intention; 3) Brand storytelling directly affects significantly 0,438 or 43,8%, to Visit intention, while its influence indirectly equal to 0,324 or 32,4% through value perceptions, with total influence 0,762 or 76,2%. The findings in this study indicate that Brand storytelling is one of the effective strategies in forming value perceptions so that it can influence visit intention.
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References
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Fitriah, M. (2018). Komunikasi Pemasaran melalui Desain Visual. Yogyakarta: Deepublish.
Fongo, P., Fanggidae, R. E., & Fanggidae, R. P. (2019). PENGARUH STORYTELLING TERHADAP KEPUTUSAN PEMBELIAN ADA APLIKASI BELANJA ONLINE TOKOPEDIA. Seminar Nasional Manajemen Bisnis (pp. 8-21). Bali: APSMBI .
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Grace, Y. R., Farida, N., & Shinta Dewi, R. (2013). "Pengaruh Citra Merek, Word of Mouth dan Iklan Terhadap Keputusan perpindahan Merek". Jurnal Fakultas Ilmu Sosial dan Ilmu Politik, UNDIP.
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Kaufman, B. (2003). Stories that sell, stories that tell. Journal of Business Strategy, 11-15.
Kotler, P., & Armstrong, G. (2012). Marketing Management (13 ed.). New Jersey: Pearson Prentice Hall Inc.
Kotler, P., & Keller, K. (2009). Marketing Management 13th Edition. New Jersey: Pearson Prentice Hall.
Lestari, N. S., Wiastuti, R. D., & Triana, I. (2019). IMPLEMENTASI ACCESSIBLE TOURISM DI TMII JAKARTA. Jurnal IPTA, 7(2), 96-103.
Lowe, S. (2012). Industrial Marketing Management. IMP Research, 41, 706–714.
Official, T. (2012). https://www.youtube.com/channel/UChMzlCZsYZUgv2Ffa3dK1HA. Retrieved from TMII Oficial: https://www.youtube.com/channel/UChMzlCZsYZUgv2Ffa3dK1HA
Pravitaswari, N., Arifin, Z., & Mawardi, M. K. (2018, April). PENGARUH STORYTELLING MARKETING TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube). Jurnal Administrasi Bisnis (JAB), 57(1), 30-37.
Putra, A. E. (2018). PENGARUH PERSEPSI KONSUMEN TERHADAP MINAT BELI PRODUK PRIVATE BRAND INDOMARET (Studi pada Konsumen Indomaret di Kecamatan Kemiling, Bandar Lampung. Universitas Bandar Lampung.
Schiffman, L. &. (2008). Perilaku Konsumen. Jakarta: PT Macanan Jaya Cemerlang.
Sekaran, U. (2011). Research Methods For Business (Metode Penelitian Untuk Bisnis). Jakarta: Salemba Empat.
Setiawan, D. (2013). Academia. Retrieved from www.academia.edu: https://www.academia.edu/10226311/BREAK_EVEN_POINT
Setiawati, M. (2015). PENGARUH MEDIA SOSIALTERHADAP MINAT BELI KONSUMEN STUDI KASUS MAHASISWA MANAJEMENT UNIVERSITAS PASIR PENGARAIAN. JURNAL ILMIAH FAKULTAS EKONOMI.
TMII. (2016). http://www.tamanmini.com/. Retrieved from Taman Mini "Indonesia Indah" : http://www.tamanmini.com/
Published
2020-12-30
How to Cite
LILY ANITA, Tiurida; SUKMA LESTARI, Nurul.
KONSEP BRAND STORYTELLING, VALUE PERCEPTIONS DAN VISIT INTENTION PADA KAWASAN TUJUAN WISATA DI JAKARTA.
Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 8, n. 2, p. 281-291, dec. 2020.
ISSN 2548-7930.
Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/68755>. Date accessed: 23 nov. 2024.
doi: https://doi.org/10.24843/IPTA.2020.v08.i02.p13.
Section
Article
