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

DOI

10.2991/978-94-6463-234-7_91How to use a DOI?

Keywords

Attraction of Tourist; content TikTok; MSMEs

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aggi Panigoro Sarifiyono
AU  - Berry Lesmana
AU  - Angga Herdiana
AU  - Putri Gustina Ayu
PY  - 2023
DA  - 2023/09/29
TI  - 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
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 879
EP  - 890
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_91
DO  - 10.2991/978-94-6463-234-7_91
ID  - Sarifiyono2023
ER  -