Pemanfaatan TikTok sebagai Media Promosi Destinasi Wisata di Kabupaten Pangandaran
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Abstract
Perkembangan media sosial yang pesat telah mengubah promosi pariwisata dengan memungkinkan destinasi menjangkau audiens yang lebih luas melalui konten interaktif dan konten yang dibuat oleh pengguna. Penelitian ini mengkaji pengaruh TikTok dan electronic word-of-mouth (e-WOM) terhadap promosi destinasi wisata di Kabupaten Pangandaran. Pendekatan kuantitatif digunakan dengan desain survei cross-sectional. Data dikumpulkan dari 200 responden yang pernah melihat konten TikTok terkait pariwisata dan mengakses ulasan daring mengenai Pangandaran. Responden dipilih melalui teknik purposive sampling, dan seluruh item kuesioner diukur menggunakan skala Likert lima poin. Data dianalisis menggunakan IBM SPSS Statistics versi 25 melalui statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa TikTok berpengaruh positif dan signifikan terhadap promosi pariwisata. Electronic word-of-mouth juga berpengaruh positif dan signifikan, serta memiliki tingkat signifikansi. Secara simultan, TikTok dan e-WOM berpengaruh signifikan terhadap promosi pariwisata, sebagaimana ditunjukkan oleh nilai F sebesar 176,214 dan tingkat signifikansi di bawah 0,001. Koefisien determinasi menunjukkan bahwa kedua variabel tersebut mampu menjelaskan 64,2% variasi dalam promosi pariwisata. Temuan ini menunjukkan bahwa konten TikTok yang kreatif dan rekomendasi daring yang kredibel merupakan instrumen penting untuk memperkuat visibilitas destinasi, daya tarik, dan minat wisatawan untuk berkunjung ke Kabupaten Pangandaran.
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