ANALISIS PERBANDINGAN EFEKTIVITAS INSTAGRAM DAN TIKTOK SEBAGAI MEDIA DIGITAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI ATLANTIS WATER ADVENTURE

NOER ESA MULYA SAKTI, . (2026) ANALISIS PERBANDINGAN EFEKTIVITAS INSTAGRAM DAN TIKTOK SEBAGAI MEDIA DIGITAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI ATLANTIS WATER ADVENTURE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan membandingkan efektivitas Instagram Marketing dan TikTok Marketing sebagai media digital marketing terhadap keputusan berkunjung wisatawan di Atlantis Water Adventure. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei terhadap 63 responden yang dipilih melalui teknik purposive sampling, dengan kriteria mengikuti akun Instagram dan/atau TikTok resmi Atlantis Water Adventure. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Instagram Marketing tidak berpengaruh signifikan terhadap keputusan berkunjung (koefisien jalur = 0,251; T- statistics = 1,140; P-values = 0,254), sedangkan TikTok Marketing berpengaruh positif dan signifikan (koefisien jalur = 0,711; T-statistics = 3,296; P-values = 0,001). Secara simultan, kedua variabel mampu menjelaskan 92,0% variasi keputusan berkunjung (R-Square = 0,920), dengan TikTok Marketing sebagai kontributor dominan (f-square = 0,209) dibandingkan Instagram Marketing (f- square = 0,026). Temuan ini mengindikasikan bahwa konten video pendek di TikTok lebih efektif dalam mendorong keputusan berkunjung wisatawan dibandingkan konten Instagram pada periode penelitian ini. Penelitian ini juga menemukan indikasi tumpang tindih konseptual (validitas diskriminan) antara seluruh pasangan variabel, disertai multikolinearitas struktural yang serius, yang perlu menjadi perhatian pada penelitian selanjutnya. Hasil penelitian ini diharapkan dapat menjadi bahan evaluasi bagi pengelola Atlantis Water Adventure dalam menyusun strategi promosi digital yang lebih tepat sasaran. Kata Kunci: Instagram Marketing, TikTok Marketing, Keputusan Berkunjung, Digital marketing, PLS-SEM, Atlantis Water Adventure ***** This study aims to analyze and compare the effectiveness of Instagram Marketing and TikTok Marketing as digital marketing media on tourists' visiting decisions at Atlantis Water Adventure. A quantitative survey method was employed, involving 63 respondents selected through purposive sampling, with the inclusion criterion of following the official Instagram and/or TikTok account of Atlantis Water Adventure. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that Instagram Marketing has no significant effect on visiting decisions (path coefficient = 0.251; T-statistics = 1.140; P-values = 0.254), whereas TikTok Marketing has a positive and significant effect (path coefficient = 0.711; T-statistics = 3.296; P-values = 0.001). Jointly, both variables explain 92.0% of the variance in visiting decisions (R-Square = 0.920), with TikTok Marketing as the dominant contributor (f-square = 0.209) compared to Instagram Marketing (f-square = 0.026). These findings indicate that short-video content on TikTok is more effective in driving tourists' visiting decisions than Instagram content during the study period. The study also identified discriminant validity concerns (conceptual overlap) across all construct pairs, along with serious structural multicollinearity, which warrants attention in future research. The findings are expected to serve as an evaluative basis for the management of Atlantis Water Adventure in formulating more targeted digital promotion strategies. Keywords: Instagram Marketing, TikTok Marketing, Visiting Decision, Digital marketing, PLS-SEM, Atlantis Water Adventure

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Aan Wasan, S.Sos., M.Si. ; 2). Dr. Drs. Zulham, M.Si., MCE.
Subjects:	Bahasa dan Kesusastraan > Bahasa Inggris Bahasa dan Kesusastraan > Bahasa Indonesia
Divisions:	FIO > S1 Olahraga Rekreasi
Depositing User:	NOER ESA MULYA SAKTI .
Date Deposited:	03 Aug 2026 07:59
Last Modified:	03 Aug 2026 07:59
URI:	http://repository.unj.ac.id/id/eprint/68205

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