Performance of Instagram Social Media Marketing in the Great Asia Africa Lembang, Bandung Barat District
Article Sidebar
Main Article Content
Abstract
Purpose: The megashifting industry encourages tourism to be able to survive in the face of crises and create a new balance with new management systems and activities. One of the new changes, namely Accelerated Digitalization or the acceleration of digitization and the pandemic, has encouraged consumers to switch to the digital/online realm. This is also used by The Great Asia Africa Lembang, one of the tourist destinations in West Bandung Regency that uses social media marketing as a medium to promote the uniqueness of existing attractions. This study examines the influence of Social Media Marketing (SMM) on the decision to visit The Great Asia Africa Lembang, West Bandung Regency.
Design/methodology/approach: The method used in the research in this journal uses quantitative methods that are analyzed by alternative partial least squares (PLS) with a sample of 270 respondents.
Findings: The findings in this study indicate that the performance of social media marketing in The Great Asia Africa Lembang, West Bandung Regency is categorized as strong with each QMS dimension that forms the construct significantly. Based on the four dimensions that make up, content creation is the dominant dimension, this shows that the content created by The Great Asia Africa can be accepted by the public as a source of tourism information.
Research limitations/implications: The limitation in this study is that it only uses a sample of Instagram followers from The Great Asia Africa, so it is necessary to expand the reach of the population to get a more diverse response.
Practical implications: Based on the four dimensions that make up, content creation is the dominant dimension, this shows that the content created by The Great Asia Africa can be accepted by the public as a source of tourism information.
Originality/value: This paper is original
Paper type: a Research Paper
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information and Management, 56(2), 236–248. https://doi.org/10.1016/j.im.2018.09.002
Chikandiwa, ST, Contogiannis, E., & Jembere, E. (2013). The adoption of social media marketing in South African banks. European Business Review, 25(4), 365–381. https://doi.org/10.1108/EBR-02-2013-0013
Digital, M., & Practices, CF (2020). How COVID-19 has pushed companies over the technology tipping point — and transformed business forever. October.
Ghozali, Imam., 2014, Structural Equation Modeling, Alternative Method with Partial Least Square (PLS), 4th Edition, Semarang: Diponegoro University Publishing Agency.
Gretzel, U. (2016). The Visual Turn in Social Media Marketing.
Gunelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill Companies.
Gupta, G. (2019). Inclusive Use of Digital Marketing. Springer Singapore. https://doi.org/10.1007/978-981-13-3329-3
Kotler Keller. (2016). A Framework For Marketing Management (Vol. 148).
Lumsdaine, AA, & T, BJ (2016). The Effects of Mass Communications : A Review.
Melissa N. Clark. (2017). Article information : Brand Community Integration and Satisfaction with Social Media Sites : A Comparative Study Melissa N . Clark Associate Professor of Marketing Coastal Carolina University P . O. Box 261954 Conway, SC 29528-6054 Hulda G. Black Assist.
Natascha Santhi Irawan. (2019). Influence of Instagram on Millennial Generation's Visiting Decisions for Foreign Tourists to Bali. 9(1), 165–170.
Panagiotopoulos, P., Shan, LC, Barnett, J., Regan, ., & McConnon, . (2015). A framework of social media engagement: Case studies with food and consumer organizations in the UK and Ireland. International Journal of Information Management, 35(4), 394–402. https://doi.org/10.1016/j.ijinfomgt.2015.02.006
Rachmaniar, A., Fatahillah, F., Brillian, G., & Hanifah, I. (2021). Hotel Industry Outlook 2021. www.inventure.id
Saputra, DH, Sutiksno, DU, Kusuma, AHP, Romindo, Wahyuni, D., Purnomo, A., & Simarmata, J. (2020). Digital Marketing: Business Communication Made Easier. In Housing Law (Issue February 2021).
Siti Sarah, K., Hurriyati, R., & Hendrayati, H. (2021). Analysis of Social Media Marketing Through Instagram on Purchase Decisions on Clothing Linkswear Products. 12(3), 412–428. https://doi.org/10.32832/jm-uika.v12i3.4877
Tenenhaus, M., Vinzi, VE, Chatelin, YM, & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.005