PENGARUH CONTENT MARKETING TRAVEL SERIES JALAN JALAN MEN TERHADAP MINAT BERKUNJUNG WISATAWAN MUDA PADA DESTINASI WISATA NUSANTARA - Sayoga Risdya Prasetyo, - (2019)
Abstrak Sayoga Risdya Prasetyo (1503838) "Pengaruh Content marketing Travel Series Jalan Jalan Men terhadap Minat Berkunjung Wisatawan Muda pada Destinasi Wisata Nusantara", di bawah bimbingan Dr. Vanessa Gaffar, SE. Ak, MBA dan Heny Hendrayati, S.IP., MM Dewasa ini, Industri pariwisata Indonesia mengalami fluktuasi. Tidak hanya mengalami naik turun dalam hal minat wisatawan asing terhadap destinasi wisata nusantara, tetapi juga naik turunnya minat wisatawan nusantara terhadap destinasi wisata nusantara. Salah satunya adalah wisatawan muda. Rendahnya minat wisatawan muda tersebut salah satunya disebabkan karena kurangnya promosi pemerintah terhadap destinasi wisata nusantara selama ini. Jalan Jalan Men adalah salah satu travel series karya channel youtube "MalesBanget.Com" yang berfokus mempromosikan destinasi wisata nusantara kepada generasi muda masa kini. Penelitian ini dilakukan untuk mengetahui keterkaitan antara content marketing dan minat berkunjung menggunakan teknik sampling purposive sampling kepada responden muda berusia 17-34 tahun sebanyak 100 responden. Metode yang digunakan adalah metode deskriptif dan verifikatif. Hasil penelitian ini menunjukkan bahwa content marketing Jalan Jalan Men sudah baik, minat berkunjung wisatawan muda pada destinasi wisata nusantara juga termasuk kategori tinggi, dan content marketing berpengaruh signifikan terhadap minat berkunjung. Hasil perhitungan analisis regresi liner sederhana diketahui bahwa minat berkunjung wisatawan muda dipengaruhi content marketing sebesar 32,2%, sedangkan sisanya yaitu sebesar 67,8% dipengaruhi oleh faktor atau variabel lain yang tidak diteliti oleh penulis. Penelitian ini diharapkan dapat memberikan wawasan dan dapat menjadi masukan bagi pelaku usaha di industri pariwisata agar mampu mempromosikan destinasi wisata nusantara lebih baik lagi. Kata kunci: Content marketing, tourism marketing, minat berkunjung   Abstract Sayoga Risdya Prasetyo (1503838) "The Impact of Content Marketing Travel Series Jalan Jalan Men on the Visiting Intention of Young Tourists on Archipelago Travel Destinations", under the guidance of Dr. Vanessa Gaffar, SE. Ak, MBA and Heny Hendrayati, S.IP., MM Today, Indonesia's tourism industry is experiencing fluctuations. Not only does it experience ups and downs in terms of foreign tourists' interest in archipelago tourist destinations, but also the ups and downs of domestic tourist interest in archipelago tourist destinations. One of them is young tourists. The low interest of young tourists is one of them caused by a lack of government promotion of archipelago tourist destinations so far. Jalan Jalan Men is one of travel series on the youtube channel "MalesBanget. Com" which focuses on promoting archipelago tourist destinations to today's young generation. This study was conducted to determine the relationship between content marketing and visiting interest using purposive sampling sampling technique to young respondents aged 17-34 as many as 100 respondents. The method used is descriptive and verification method. The results of this study indicate that Jalan Jalan Men content is good, young tourists' interest in visiting archipelago tourist destinations is also high, and content marketing has a significant effect on visiting interests. The results of the calculation of simple linear regression analysis are known that the interest of visiting young tourists is influenced by content marketing by 32.2%, while the rest that is equal to 67.8% is influenced by factors or other variables not examined by the author. This research is expected to provide insight and can be input for businesses in the tourism industry to be able to promote the tourist destinations of the archipelago better. Keywords: Content marketing, tourism marketing, interest in visiting