Rahmawati, Aisyah (2024) Analisis Faktor yang Memengaruhi Penggunaan Platform Video Pendek dalam Menentukan Tujuan Wisata Menggunakan Partial Least Square – Structural Equation Modeling (Studi Kasus: TikTok). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Di Indonesia, penggunaan media sosial berkembang pesat, terutama aplikasi video pendek seperti TikTok yang memiliki rata-rata penggunaan bulanan per pengguna tertinggi selama 2022. TikTok memengaruhi penyebaran informasi terkait pariwisata dan pengambilan keputusan wisata. Oleh karena itu, opini dan rekomendasi dari platform video pendek, khususnya ulasan video yang mendukung pengalaman wisata, memainkan peran penting dalam pengambilan keputusan destinasi wisata. Permasalahan: Studi terkait dampak media sosial banyak berfokus pada destinasi pariwisata dan wisatawan. Diperlukan studi lebih lanjut tentang platform TikTok terkait perilaku pengguna, yaitu faktor-faktor yang memengaruhi penggunaan platform video pendek dalam menentukan tujuan wisata. Tujuan: Penelitian ini bertujuan mengidentifikasi faktor-faktor yang memengaruhi penggunaan TikTok dalam menentukan tujuan wisata. Metode: Menggunakan Partial Least Square-Structural Equation Modeling dengan model UTAUT2 sebagai acuan variabel penelitian dan menambah variabel eksogen yaitu content quality yang memengaruhi variabel behavioral intention. Data dikumpulkan melalui kuesioner yang diisi minimal 70 responden, pengguna TikTok usia 17—27 tahun. Hasil: Hasil penelitian menunjukkan habit, facilitating condition, dan behavioral intention berpengaruh positif dan signifikan terhadap actual behavior (AB) dengan path coefficient masing-masing 0,408; 0,119; 0,385 dan t-statistics 4,608; 2,028; 4,151. Behavioral intention dipengaruhi secara positif dan signifikan oleh content quality dengan path coefficient dan t-statistics 0,247; 2,168. Lima variabel yang tidak signifikan terhadap behavioral intention adalah performance expectancy, effort expectancy, habit, perceived trust, dan hedonic motivation dengan path coefficient 0,198; 0,083; 0,147; 0,135; 0,176 dan t-statistics 1,782; 0,666; 1,443; 1,331; 1,567. Social influence dan facilitating condition berpengaruh negatif dan tidak signifikan terhadap behavioral intention dengan path coefficient -0,029; -0,032 dan t-statistics 0,321; 0,412. Nilai Tambah: Penelitian ini diharapkan memberikan analisis dan identifikasi faktor-faktor yang memengaruhi penggunaan TikTok untuk menentukan tujuan wisata bagi Generasi Z Indonesia. Hasil analisis memberikan rekomendasi bagi stakeholder terkait, serta variabel content quality untuk pengembangan penelitian selanjutnya.
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Context: In Indonesia, social media usage is growing rapidly, especially short video apps such as TikTok which has the highest average monthly usage per user during 2022. TikTok influences the dissemination of tourism-related information and travel decision-making. Therefore, opinions and recommendations from short video platforms, particularly video reviews that support travel experiences, play an important role in travel destination decision-making. Problem: Studies on the impact of social media have focused on tourism destinations and tourists. Further study of the TikTok platform in relation to user behavior, i.e. the factors that influence the use of short video platforms in determining tourist destinations, is needed. Objective: This study aims to identify the factors that influence the use of TikTok in determining tourist destinations. Methods: Using Partial Least Square-Structural Equation Modeling with the UTAUT2 model as a reference for research variables and adding an exogenous variable, namely content quality, which affects the behavioral intention variable. Data was collected through a questionnaire filled out by at least 70 respondents, TikTok users aged 17-27 years. Results: The results showed that habit, facilitating condition, and behavioral intention had a positive and significant effect on actual behavior (AB) with path coefficient 0.408; 0.119; 0.385 and t-statistics 4.608; 2.028; 4.151, respectively. Behavioral intention is positively and significantly influenced by content quality with path coefficient and t-statistics 0.247; 2.168. Five variables that are not significant to behavioral intention are performance expectancy, effort expectancy, habit, perceived trust, and hedonic motivation with path coefficient 0.198; 0.083; 0.147; 0.135; 0.176 and t-statistics 1.782; 0.666; 1.443; 1.331; 1.567. Social influence and facilitating conditions have a negative and insignificant effect on behavioral intention with path coefficient -0.029; -0.032 and t-statistics 0.321; 0.412. Added Value: This research is expected to provide analysis and identification of factors that influence the use of TikTok to determine tourist destinations for Generation Z Indonesia. The results of the analysis provide recommendations for relevant stakeholders, as well as content quality variables for further research development.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Keputusan Tujuan Wisata, Model UTAUT2, Platform Video Pendek, Partial Least Square-Structural Equation Modeling, Short Video Platform, Travel Destination Decision, UTAUT2 Model |
| Subjects: | Q Science > Q Science (General) Q Science > QA Mathematics Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Aisyah Rahmawati |
| Date Deposited: | 15 Jul 2024 07:30 |
| Last Modified: | 15 Jul 2024 07:30 |
| URI: | http://repository.its.ac.id/id/eprint/108303 |
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