Pengaruh Komunikasi Persuasif Akun TikTok @backpackertampan terhadap Niat Berkunjung ke Nusa Penida pada Mahasiswa KMN 61

Hadyan Dhairyya Permadi; Suparman Suparman; Harvia Atika Zahira

doi:10.36312/educatoria.v6i3.1601

Authors

Hadyan Dhairyya Permadi Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia
Suparman Suparman Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia
Harvia Atika Zahira Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia

DOI:

https://doi.org/10.36312/educatoria.v6i3.1601

Keywords:

Social Media Influencers, Persuasive Communication, Visit Intention, Tourism, TikTok

Abstract

This study aims to analyze the influence of persuasive communication from the TikTok account @backpackertampan on the intention to visit Nusa Penida among KMN 61 IPB University students. Persuasive communication in this study was analyzed through the dimensions of message appeal, communicator credibility, and the content's ability to build attention and convince the audience. The study used a quantitative approach with a survey method of 44 respondents selected as the research sample. The analysis results showed that persuasive communication from the @backpackertampan account had a positive and significant effect on the intention to visit Nusa Penida (R² = 0.529; t = 6.869; p < 0.001), meaning persuasive communication was able to explain 52.9% of the variation in respondents' intention to visit. These findings indicate that persuasive travel content packaged through TikTok plays a significant role in shaping the travel interest of the younger generation. This study implies that communication strategies that emphasize creator credibility, message appeal, and convincing content presentation can be utilized more optimally in promoting tourist destinations through social media.

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