The InfluenceOf Social Media Influencer Trust “Dimas Ramadhan” On The Tourism Destination Decision-Making Process
Abstrak
This study examines the influence of Dimas Ramadhan, a prominent Indonesian travel influencer, on the decision-making process of potential travellers. Social media has significantly impacted consumer behaviour, especially in the tourism sector, making it essential for businesses to understand influencer marketing. The research aims to analyze how Dimas Ramadhan’s credibility and trust affect his followers' choice of tourist destinations. Using a quantitative approach, data was collected from 250 respondents through a structured questionnaire. Structural Equation Modeling (SEM) with SmartPLS 4.0 was applied to analyze the causal relationship between influencer trust and decision-making. Findings reveal that Dimas Ramadhan’s credibility significantly influences his followers' travel decisions. Effective marketing communication through influencers enhances consumer engagement and increases purchasing behaviour. This study highlights the importance of collaboration between tourism businesses and credible influencers to improve marketing strategies. By emphasizing the role of trust in influencer marketing, this research provides valuable insights for tourism businesses. Future studies could explore the long-term impact of influencer marketing and the role of other social media platforms in shaping consumer behaviour.
Keywords: Social Media Influencer, Tourism Decision-Making, Consumer Behavior.
Referensi
Abidin, C. (2016). “Aren’t These Just Young, Rich Women Doing Vain Things Online?”: Influencer Selfies as Subversive Frivolity. Social Media + Society, 2(2). https://doi.org/10.1177/2056305116641342
Baker, M. J., & Hart, S. (2003). The Marketing Book. www.SmartInsights.com
Court, D., Elzinga, D., Mulder, S., & Jorgen Vetvik, O. (2009). The Consumer Decision Journey. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/179886/slug/the-consumer-decision- journey.html
Egan, J. (2015). Marketing Communications (M. Waters, Ed.; 2nd ed.). SAGE.
Domestic Tourism Statistics. (2023). https://www.bps.go.id/en/publication/2024/05/23/9bbe16f7f850126353cea5d2/domest ic-tourism- statistics-2023.html
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–
https://doi.org/10.1016/j.pubrev.2010.11.001
Global Statistic. (2024). Indonesia Social Media Statistics 2024 | Most Popular Platforms.
Harker, M. J. (1999). Relationshipmarketing defined? An examination of current relationshipmarketing definitions. In Marketing Intelligence & Planning (Vol. 17, Issue 1, pp. 13–20). https://doi.org/10.1108/02634509910253768
Hawkins, D. I. ., & Mothersbaugh, D. L. . (2016). Consumer behavior : building marketing strategy. McGraw-Hill Education.
Hoyer, W. D., Maclnnis, D. J., & Pieters, R. (2018). Consumer Behaviour (7th Edition). Cengage
Learning.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. https://opac.atmaluhur.ac.id/uploaded_files/temporary/DigitalCollection/ODljY2E4O DIyODViZjFkODgzNDUxYWZlNWFhZmY2MGE5MDc0ZDVmYw==.pdf
Kotler, Philip., & Keller, K. Lane. (2018). Marketing management : an Asian perspective. Pearson
Education Limited. https://thuvienso.hoasen.edu.vn/handle/123456789/12387
Kusniadji, S. (2016). Strategi Komunikasi Pemasaran Dalam Kegiatan Pemasaran Produk Consumer
Goods (Studi Kasus Pada PT Expand Berlian Mulia Di Semarang).
Lestari, S. P. (2015). Hubungan Komunikasi Pemasaran dan Promosi Dengan Keputusan Memilih. Lou,C.,&Yuan, S. (2019). InfluencerMarketing: HowMessage Value and CredibilityAffect Consumer
Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Palmer, A. (2011). Principles of Service Marketing. https://shorturl.at/vyqFV
