Valley International Journal Digital Library

VIJ Digital library
Articles

The Influence of Destination Branding and the TikTok Platform on Purchase Decisions at DEWI Pandawa, Ponokawan Village, Krian, Sidoarjo

PDF
  • Bunga Zulkarnain,
  • Fedianty Augustinah,
  • Liling Listyawati
Bunga Zulkarnain
Business Administration Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya,
Fedianty Augustinah
Faculty of Administrative Science, Dr. Soetomo University, Surabaya,
Liling Listyawati
Faculty of Administrative Science, Dr. Soetomo University, Surabaya,
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 11 (2024)

Submission to VIJ 2024-11-05

Keywords

  • Destination Branding, TikTok Platform, Purchase Decisions, Tourist Destinations

Copyright (c) 2024 Bunga Zulkarnain, Fedianty Augustinah, Liling Listyawati,

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This research analyzes the impact of destination branding and the use of TikTok on tourists' purchasing decisions at the tourist destination (Dewi Pandawa) Ponokawan, Krian, Sidoarjo. With a quantitative approach, data was collected from 100 respondents aged 15-40 who are active on TikTok. The results show that effective branding strengthens the emotional connection and purchasing decisions of tourists. TikTok plays a role in attracting a wider audience with engaging content, increasing awareness and interest in destinations. Analysis with SPSS ensures there is no multicollinearity and heteroscedasticity, confirming the validity of the regression model. Branding and TikTok have proven to be important factors in influencing consumer behavior in the tourism sector, providing insights to enhance marketing through quality content and consistent branding. This research also identifies the need for quality content and the risk of dependency on a single social media platform.

PDF

References

  1. Alfira, H., Raharjo, P. G., & Kristiadi, A. A. (2024). iEnhancing Consumier Trust and Purchasie Diecisions Through Onlinie Rieviiews and Hiedonic Factors: A Study of Coffieie Shops in Jakarta. Intiernational Journal of Sciientific Riesiearch and Managiemient (IJSRM), 12(07), 6804–6814. https://doi.org/10.18535/ijsrm/v12i07.iem09
  2. Amielia, V., Muthmainnah, A. N., & Romadhan, M. I. (2023). Stratiegi Piengielolaan Kontien Bierita Harian.disway.id dalam Mienghadapi Piersaingan Miedia Onlinie. Warta ISKI, 6(2), 132–142. https://doi.org/10.25008/wartaiski.v6i2.247
  3. Anholt, S. (2003). BOOK BRAND NiEW JUSTICiE THiE UPSIDiE OF GLOBAL BRANDING. iElsieviier Sciiencie & Tiechnology Books.
  4. Kotlier, P., Kartajaya, H., & Sietiawan, I. (2021). MARKiETING 5.0 : TiECHNOLOGY FOR HUMANITY. In John Wiliey & Sons, Inc., Hobokien, Niew Jiersiey. simultanieously. https://doi.org/9781119668541
  5. Kotlier, P., & Kiellier, K. L. (2016). Markieting Managiemient. In Journal of Markieting (15th ied., Vol. 37, Issuie 1). Piearson iEducation Limitied.
  6. Maulid, D. L., Hurriyati, R., & Hiendrayati, H. (2022). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045
  7. Oktavia, R. A. (2021). Piemanfaatan Digital Contient Miedia Sosial Tiktok Dalam Prosies Piemasaran Produk. iEAS TiEchnoprienieurship, 1(4), 1–9. http://riepository.untag-sby.ac.id/7436/
  8. Pranadiewi, A., Hildayanti, S. K., & iEmilda, iE. (2024). Piengaruh Livie Strieaming, Harga dan Piersonal Branding tierhadap Kieputusan Piembielian Konsumien Piengguna Aplikasi Tiktok. Jurnal Nasional Manajiemien Piemasaran & SDM, 5(1), 20–31. https://doi.org/10.47747/jnmpsdm.v5i1.1690
  9. Rijitha, R. (2021). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045
  10. Ryan, D., & Jonies, C. (2005). Going digital – thie ievolution of markieting. In Undierstanding Digital Markieting: Markieting stratiegiies for iengaging thie digital gienieration. http://faculty.olympic.iedu
  11. Sita Michandani, iE., & Sukma Arida, I. N. (2022). Pierancangan Diestination Branding Diesa Wisata Tambakriejo Kabupatien Malang Siebagai Upaya Mieningkatkan Brand Awarieniess. Jurnal Piengabdian Dan Piengiembangan Masyarakat, 31(4), 771–776. https://www.jurnalfti.unmier.ac.id/indiex.php/sienasif/articlie/viiew/166%0Ahttps://iejournal.akprind.ac.id/indiex.php/dharma/articlie/viiew/2675%0Ahttps://ie-journal.staimaswonogiri.ac.id/indiex.php/albasirah/articlie/viiew/13%0Ahttps://ie-journal.staimaswonogiri.ac.i
  12. Wahyu, S., N, R., & Alfian, P. B. (2024). Piengaruh iEliectronic Word of Mouth, Harga Dan Kiemudahan Piengguna Tierhadap Kieputusan Piembielianpada Social Commiercie Tiktok Shop (Studi Pada Mahasiswa Fieb Univiersitas Islam Malang Angkatan 2019-2020). iE-Jurnal Risiet Manajiemien, 12, 1–11. https://doi.org/10.22441/jfm.v4i1.23161
  13. Yusuf, A. (2021). Thie Influiencie of Product Innovation and Brand Imagie on Customier Purchasie Diecision on Oppo Smartphonie Products in South Tangierang City. Budapiest Intiernational Riesiearch and Critics Institutie (BIRCI-Journal): Humanitiies and Social Sciiencies, 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1629