EFEKTIVITAS MEDIA SOSIAL INSTAGRAM PARIWISATA JEMBER SEBAGAI MEDIA PROMOSI PARIWISATA ONLINE

  • Windy Ayu Lestari Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • Ni Putu Eka Mahadewi Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • LGLK. Dewi Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana

Abstract

Promotional activities can be effective if the promotional purpose is achieved. To find out how effective the promotional media, it is necessary to measure the effectiveness of the media. This study aims to find out the effectiveness of Instagram social media @pariwisatajember as an online tourism promotion media by using the EPIC model method. Measurement of promotion effectiveness using EPIC model method is done by calculating first the average value of empathy dimension, persuasion dimension, impact dimension, and communication dimension, the determine the EPIC rate to find out how effective the promotion. The technique of determining samples in this study using the accidental sampling method is as many as 98 respondents. Data collection techniques using observation, interviews, questionnaires, literature, studies, and documentation. Data analysis techniques use descriptive quantitative analysis techniques, validity tests, reliability tests, and EPIC model analysis. The result showed that the effectiveness of Instagram social media @pariwisatajember as an online tourism promotion media showed effective result this shown by the measurement of the average value of the four dimensions and epic rate that within the effective scale range, where each value obtained is in empathy dimension of 3,63, persuasion dimension of 3,53, impact dimension of 3,54, communication dimension of 3,64 and EPIC rate of 3,58.

Downloads

Download data is not yet available.

References

Apjii.or.id. 2019. Asosiasi Penyelenggara JasaInternetIndonesia(https://www.apjii.or.id.contentAsosiasiPenyelenggaraJasaInternetIndonesisa-apjii (Diakses pada 30 Mei 2020).
Dinas Pariwisata dan Kebudayaan Kabupaten Jember. Jumlah Kunjungan Wisatawan Domestik dan Mancanegara 2015-2019. Dinas Pariwisata dan Kebudayaan Kabupaten Jember. Jember.
Gitosudarmo, Indriyono, 2008, Manajemen Pemasaran, Yogyakarta: Penerbit: BPFE.
Jayani,D.H.2020.https://databoks.katadata.co.id/datapublish/2020/02/26/10-media-sosial-yang-paling-sering-digunakan-di indonesia (diakses pada 30 Mei 2020).
Mardalis, ahmad dan Hastuti Ana Putri.2018. Pemanfaatan Media Sosial Untuk Membangun Kepercayaan Merk. Jurnal. Universitas Muhammadiyah Surakarta.
Nrayung, R. 2012. Perilaku Pemanfaatan Situs Jejaring Sosial (Facebook) di SMAN2 Suarabaya. Skripsi.
Peraturan Bupati Jember No. 41 Tahun 2016 tentang Kedudukan, Susuna Organisasi, Tugas dan Fungsi serta Tata Kerja Dinas Pariwisata dan Kebudayaan Kabupaten Jember.
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung. Alfabeta.
Sumarwan U.2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: Ghalia Indonesia.
Undang-undang No.22 Tahun 1999 tentang Pemerintahan Daerah.
Utami A. 2011. Analisis Strategi Promosi Online PT Media Indonesia. Skripsi. Bogor. Institut Pertanian Bogor.
Published
2021-12-30
How to Cite
AYU LESTARI, Windy; EKA MAHADEWI, Ni Putu; DEWI, LGLK.. EFEKTIVITAS MEDIA SOSIAL INSTAGRAM PARIWISATA JEMBER SEBAGAI MEDIA PROMOSI PARIWISATA ONLINE. Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 9, n. 2, p. 402-411, dec. 2021. ISSN 2548-7930. Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/71427>. Date accessed: 28 jan. 2022. doi: https://doi.org/10.24843/IPTA.2021.v09.i02.p20.

Most read articles by the same author(s)

1 2 > >>