The Effectiveness of Tiktok Content as a Marketing Social Media Through Tourist Attraction in Influencing the Purchase of MSME Products for Tourism Destinations in Bandung

Aggi Panigoro Sarifiyono (), Berry Lesmana, Angga Herdiana and Putri Gustina Ayu
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Aggi Panigoro Sarifiyono: Universitas Informatika dan Bisnis Indonesia
Berry Lesmana: Universitas Widyatama
Angga Herdiana: Universitas Informatika dan Bisnis Indonesia
Putri Gustina Ayu: Universitas Informatika dan Bisnis Indonesia

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 879-890 from Springer

Abstract: Abstract One of them is Indonesia, which has been affected by the economic decline in the tourism sector. In research on how the influence of Tiktok as a social media marketing and tourist attraction in influencing the purchase intention of MSME products in tourist areas in the city and in the district of Bandung. The formulation of the problem in this study is how the effectiveness of Tiktok as social media marketing can affect the interest in tourist visits and is motivated by the effects of the pandemic on the tourism sector, especially in Bandung. The population of this research is Bandung tourists who make purchases at MSMEs around tourist attractions as many as 2.510.030. Data analysis techniques using structural model evaluation. The sample of this study used the formula of Isaac and Michael. The total sampling was 200, rounding the error rate of 5%. The sampling technique uses Cluster Sampling. The findings of this study are. The first finding is that we confirm that tourist attractions have a positive and significant influence on purchase intentions. The second finding of this study is that TikTok social media marketing has a positive and significant influence on purchase intention, and the third finding of this research is that Tiktos social media marketing is a partially intervening variable because the tourist attractions variable has a significant direct effect on the purchase intention on buying product MSMEs in the tourism destination.

Keywords: Attraction of Tourist; content TikTok; MSMEs (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_91

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