Pengaruh interaksi, trendiness, e-word-of-mouth melalui sosial media Instagram terhadap kepuasan pelanggan di wisata Glamping Lakeside Rancabali Bandung melalui smartphone

Yusup, Gusti (2024) Pengaruh interaksi, trendiness, e-word-of-mouth melalui sosial media Instagram terhadap kepuasan pelanggan di wisata Glamping Lakeside Rancabali Bandung melalui smartphone. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penerimaan teknologi smartphone saat ini berdampak pada aktivitas pemasaran di industri pariwisata. Tingginya penggunaan media sosial memudahkan konsumen untuk mengakses pemasaran destinasi melalui smarphone. Sehingga fokus utama penelitian ini adalah untuk mengeksplorasi bagaimana konsumen memanfaatkan media sosial berbasis smartphone dalam konteks pemasaran destinasi. Penelitian ini bertujuan untuk meneliti pengaruh interaksi, trendiness, e-WoM, terhadap kegunaan dan kemudahan penggunaan smartphone, pengaruh kegunaan dan kemudahaan penggunaan smartphone terhadap kepuasan pelanggan, dan pengaruh kepuasan pelanggan terhadap niat untuk menggunakan smartphone pada pemasaran destinasi wisata Glamping Lakeside Rancabali. Penelitian menyebarkan kuesioner secara online untuk memperoleh data, metode penarikan sampel yang digunakan yaitu probability sampling dan penelitian berhasil memperoleh data dari 213 responden. Penelitian ini melakukan analisis data dengan metode partial least square-structural equation modeling (PLS-SEM) menggunakan program SmartPLS 4. Hasil penelitian menunjukan bahwa seluruh hipotesis penelitian diterima, yaitu interaksi, trendiness, e- WoM, berpengaruh positif terhadap kegunaan dan kemudahan penggunaan smartphone, kegunaan dan kemudahaan penggunaan smartphone berpengaruh positif terhadap kepuasan pelanggan, dan kepuasan pelanggan berpengaruh positif terhadap niat untuk menggunakan smartphone pada pemasaran destinasi wisata Glamping Lakeside Rancabali. Hasil penelitian ini menunjukan peran aktivitas pemasaran media sosial berbasis smartphone dan model penerimaan teknologi smartphone terhadap kepuasan dan niat perilaku konsumen./The current acceptance of smartphone technology has an impact on marketing activities in the tourism sector. The widespread usage of social media makes it easier for consumers to obtain destination marketing through their smartphones. So the primary goal of this study is to investigate how consumers use smartphone-based social media in the context of destination marketing. The purpose of this study is to investigate the influence of interaction, trendiness, e-WoM, on the usability and ease of use of smartphones, the influence of usefulness and ease of use of smartphones on customer satisfaction, and the influence of customer satisfaction on the intention to use smartphones in marketing the Glamping Lakeside Rancabali tourist destination. The research distributed questionnaires online to obtain data, the sampling method used was probability sampling and the research succeeded in obtaining data from 213 respondents. This research conducted data analysis using the partial least squares-structural equation modeling (PLS-SEM) method using the SmartPLS 4 program. The research results showed that all research hypotheses were accepted, namely interaction, trendiness, e-WoM, had a positive effect on the usability and ease of use of smartphones. , the usefulness and ease of use of smartphones has a positive effect on customer satisfaction, and customer satisfaction has a positive effect on the intention to use smartphones in marketing the Glamping Lakeside Rancabali tourist destination. The results of this research show the role of smartphone-based social media marketing activities and smartphone technology acceptance models on consumer satisfaction and behavioural intentions.

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