PENGARUH VIRAL MARKETING MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI PANTAI TABLOLONG, KUPANG BARAT

Abstract

This research was conducted at Tablolong Beach, West Kupang District. The purpose of
this study is to determine the influence of Viral marketing's factors through social media
Instagram partially and simultaneously towards the decision of visiting tourists. This study uses
Intensity, Valence of opinion, and Content as independent variables, and Tourist Visiting
Decisions as the dependent variable. Population in this research is Instagram users who
become follower of @Jelajahkupang’s account and have visited Tablolong Beach more than
twice. Samples taken as many as 75 respondents by using snowball sampling technique. The
tool analysing in this research is using multiple regression analysis. The result of research had
obtained Regression Equation: Y = 3912 + 0,247X1 + 0,244X2 + 0,822X3. The result of
Hypothesis Testing using t Test is obtained that the three independent variables have partially
significant effect on tourists’ visiting decision variables. Where the most influential variable is
the content variable with regression coefficient of 0.822, followed by the variable intensity with
regression coefficient of 0.247, and variable valence of opinion with a regression coefficient of
0.244. While the result of F test shows that the three independent variables simultaneously have
a significant effect on tourists' visiting decision.
The value of R Square 0.579 indicates that 57.9% of Tourist’s Visiting Decision variables
are influenced by independent variables in the regression equation. While the rest 42.1% of
Tourist’sVisiting Decision influenced by other variables that are not discussed this research.
Next researchers can do further research about viral marketing not only on social media
Instagram but also on other social media like Facebook, Twitter, and others.