Pengaruh “Celebrity Endorsement” dan Citra Destinasi Terhadap Minat Berkunjung Generasi Z Indonesia ke Korea Selatan
DOI:
https://doi.org/10.22334/paris.v2i4.383Keywords:
Celebrity Endorsement, Citra Destinasi, Minat Berkunjung, Generasi ZAbstract
Seiring berkembangnya teknologi, tren dalam strategi pemasaran pun berubah, salah satunya yaitu tren pemasaran dengan penggunaan media sosial dan selebriti yang disebut celebrity endorsement. Salah satunya yang menerapkan strategi celebrity endorsement itu adalah Korea Tourism Organization (KTO). Menerapkan branding pariwisata “Imagine Your Korea”, KTO menggaet boyband Treasure sebagai celebrity endorser destinasi wisata Mokpo, Andong, Busan, Jeonju dan Gangneung melalui serial “Find Your Korea” di kanal YouTube. Adapun rumusan masalah dalam penelitian ini adalah bagaimana pengaruh dari celebrity endorsement dan citra destinasi terhadap minat berkunjung Generasi Z Indonesia ke Korea Selatan. Adapun tujuan dilakukannya penelitian ini yaitu untuk mengetahui seberapa besar pengaruh celebrity endorsement dan citra destinasi terhadap minat berkunjung Generasi Z Indonesia ke Korea Selatan. Metode penelitian yang digunakan adalah kuantitatif, dengan menyebarkan kuesioner kepada 100 responden dalam bentuk Google Form yang merupakan Generasi Z, penggemar boyband Treasure dan juga belum pernah melakukan kunjungan wisata ke Korea Selatan. Teknik analisis yang digunakan adalah teknik analisis regresi linear berganda. Didapatkan hasil penelitian berupa: 1) Celebrity endorsement dan citra destinasi masing-masing berpengaruh signifikan secara parsial bagi minat berkunjung Generasi Z Indonesia, 2) Celebrity endorsement dan citra destinasi juga berpengaruh signifikan secara simultan bagi minat berkunjung Generasi Z Indonesia ke Korea Selatan.
Along with the development of technology, trends in marketing strategies have changed, one of which is the marketing trend with the use of social media and celebrities called celebrity endorsements. One of the companies that use the celebrity endorsement technique is the Korea Tourism Organization (KTO). Applying the tourism branding "Imagine Your Korea", KTO recruited boyband Treasure as a celebrity endorser for tourist destinations of Mokpo, Andong, Busan, Jeonju, and Gangneung through the "Find Your Korea" series on the YouTube channel. The formulation of the problem from this study is about how the influence of celebrity endorsement and destination image on the visit intention of the Indonesian Z Generation to South Korea. The purpose of this study was to determine the effect of "Celebrity endorsement" and the image of the destination on the visit intention of the Indonesian Z Generation to South Korea. The research method used is a quantitative method, by distributing a questionnaire through Google Form to 100 respondents who are Z Generation, fans of the boyband Treasure, and also have never made a tourist visit to South Korea. The analysis technique used is the multiple linear regression analysis technique. The results are: 1) Celebrity endorsement and destination image each have a partially significant effect on the visit intention of the Indonesian Z Generation to South Korea, 2) Celebrity endorsement and destination image also have a significant simultaneous effect on the visit intention of the Indonesian Z Generation to South Korea.
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