Tiktok 'Cafe Recommendation': Pengaruh Information Usefulness terhadap Travel Intention
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Abstract
Video TikTok saat ini mulai banyak diminati dan dimanfaatkan oleh masyarakat untuk mempromosikan tempat-tempat yang harus dikunjungi, salah satunya adalah rekomendasi tempat kopi di Jabodetabek. ‘cafe recommendation’ ini dianggap sebagai panduan untuk menarik minat pengguna TikTok dalam mengunjungi toko kopi tersebut. Penelitian ini menekankan pada pengaruh informasi yang tersedia pada video TikTok ‘cafe recommendation’ terhadap minat berkunjung dari pengguna. Penelitian kuantitatif ini menggunakan metode survei melalui purposive sampling dengan paradigma positivisme. Data dianalisis menggunakan Rank Spearman dengan tabel demografi, tabel hipotesis, serta tabel reliabilitas dan tabel validitas. Hasil penelitian ini menunjukkan bahwa kedua hipotesis diterima, di mana information usefulness berpengaruh positif terhadap terbentuknya enjoyment ketika menonton video TikTok ‘cafe recommendation’, serta enjoyment berpengaruh positif terhadap travel intention ketika menonton video TikTok ‘cafe recommendation’. Maka dari itu, harapan kedepannya adalah penelitian ini dapat bermanfaat bagi niat berkunjung dari pengguna TikTok.
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Copyright (c) 2023 Vanessa Adelia Putrianti, Tiara Putri Ostia, Siti Nurhaliza, Keiko Fajria Sugiarto, Nelson Kevin
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