WISATAWAN DIGITAL: PERAN MEDIA SOSIAL DALAM MEMBENTUK MINAT BERWISATA

Abdurrahim Abdurrahim(1*), Zamrudi Zakky(2)

(1) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari
(2) Universitas Islam Kalimantan Muhammad Arsyad Al Banjari
(*) Corresponding Author

Abstract


Perkembangan teknologi telah membawa perubahan dalam menentukan preferensi para konsumen terhadap suatu produk atau jasa. Perubahan preferensi ini terjadi karena adanya pergeseran sarana informasi yang memudahkan para penggunanya dalam mencari opini pendukung yang tidak hanya berupa teks tapi dapat menyediakan gambar. Pertumbuhan wisatawan baik domestic maupun mancanegara selama satu decade terakhir menunjukkan adanya perkembangan yang cukup signifikan. Hal ini tidak terlepas dari perkembangan teknologi terutama di platform media sosial yang memudahkan para pengguna untuk saling berbagi informasi terkait lokasi dan perjalanan wisata. Penelitian ini bertujuan untuk mencari tahu hubungan antara kemudahan dalam mencari informasi dan kegunaan media sosial dalam mencari informasi terkait dengan objek wisata dan kaitannya dengan minat untuk merencanakan perjalanan wisata. Jumlah sampel yang terlibat sejumlah 174 responden yang kemudian dianalisis menggunakan SEM-PLS. Hasil pengujian menunjukkan hasil yang positif dan signifikan antara persepsi kemudahan dan persepsi kegunaan terhadap minat untuk merencanakan wisata dengan menggunakan media sosial.

 

Kata kunci: social commerce, UTAUT, TPB, consumer generated media, Liburan

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DOI: http://dx.doi.org/10.31602/atd.v2i2.1355

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Copyright (c) 2018 Abdurrahim Abdurrahim, Zamrudi Zakky

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