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All Journal Berajah Journal
Marcella Lidya Sari
Institut Pariwisata dan Bisnis Internasional
Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Berajah Journal

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PENGARUH VIRAL MARKETING DALAM TIKTOK TERHADAP MINAT BERKUNJUNG KE ALAM CALDERA KINTAMANI, BALI Marcella Lidya Sari; Ni Wayan Rena Mariani; Ni Made Ayu Sulasmini
Berajah Journal Vol. 4 No. 3 (2024): June
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v4i3.366

Abstract

Viral marketing is a marketing strategy that is currently widely used. The existence of social media supports the viral marketing strategy to become a effective marketing strategy for introducing a new product to potential customers. This strategy is said to be effective because at low costs it can reach a wider market. This study aims to examine how viral marketing influences the interest in visiting. The independent variable in this study is viral marketing, and the dependent variable is the interest in visiting. Respondents in this study were TikTok users who had seen content about the Kintamani Bali Caldera Nature. The sample was determined using Slovin's formula with a total of 100 respondents. The data collection technique used a questionnaire. The data analysis techniques in this study include descriptive statistical analysis, simple linear analysis, validity and reliability tests, and hypothesis testing using SPSS version 25. The results of the study show that viral marketing has a positive and significant effect on the interest in visiting, with the T-test result of sig. value 0.003 < 0.05. The coefficient of determination shows 84%, meaning that the influence of viral marketing on the interest in visiting is 84%.
Co-Authors NI MADE AYU SULASMINI . Ni Wayan Rena Mariani