PENGARUH PENGGUNAAN MEDIA SOSIAL TIKTOK TERHDAP KEPUTUSAN BERKUNJUNG WISATAWAN KE FLORAWISATA SANTERRA DE LAPONTE
Keywords:
TikTok, Social Media Content, Visiting Decision, Flora Wisata Santerra de Laponte.Abstract
The popularity of TikTok as a rising social media platform has been utilized by many tourism sector managers as a means to introduce tourist attractions through the presentation of content that is interesting, informative, and easily accessible. Flora Wisata Santerra de Laponte, as one of the tourist attractions in Malang Regency, also utilizes the official TikTok account @florawisata.santerra. Therefore, this study aims to determine the extent of the influence of TikTok content from the @florawisata.santerra account on tourists decisions to visit Florawisata Santerra de Laponte. This study uses a descriptive quantitative method with a sample of 100 respondents who are followers of the @florawisata.santerra TikTok account and have visited the tourist site. Based on the research results, the influence of the TikTok content variable on the visit decision variable was measured using a coefficient of determination test, which yielded a result of 21.2%. This result was determined based on the R Square value obtained through SPSS calculations.Then the calculation of the hypothesis with the t test formula, obtained t count of 5.140. it can be concluded based on the results of the hypothesis that Ho is rejected and Ha is accepted, which means that there is a significant influence between TikTok content @florawisata.santerra on visiting decisions.
Keywords: TikTok, Social Media Content, Visiting Decision, Flora Wisata Santerra de Laponte.
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