ANALISIS PENGARUH WOM, SOCIAL INFLUENCE, DAN SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP WILLINGNESS TO VISIT GEN-Z DI GALERI PEMBANGUNAN INDONESIA

KIRANA KUSUMA WARDHANI, . (2025) ANALISIS PENGARUH WOM, SOCIAL INFLUENCE, DAN SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP WILLINGNESS TO VISIT GEN-Z DI GALERI PEMBANGUNAN INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Gen-Z, yang lahir antara tahun 1997 hingga 2012, merupakan generasi yang sangat akrab dengan media sosial dan cenderung mengandalkan rekomendasi serta pengaruh sosial dalam mengambil keputusan, termasuk dalam konteks kunjungan wisata edukatif. Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM), Social Influence, dan Social Media Marketing Activities terhadap Willingness to Visit generasi Z (Gen-Z) ke Galeri Pembangunan Indonesia (GPI). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 196 responden Gen-Z yang menjadi pengunjung potensial GPI. Data dianalisis menggunakan analisis regresi linier berganda. Hasil uji parsial menunjukkan bahwa Social Influence dan Social Media Marketing Activities memiliki pengaruh positif dan signifikan terhadap Willingness to Visit Gen-Z, sementara WOM tidak menunjukkan pengaruh yang signifikan. Hasil uji simultan memperlihatkan bahwa ketiga variabel secara bersama-sama berpengaruh signifikan, meskipun hanya menjelaskan 21% variasi niat kunjungan. Hasil ini menunjukkan bahwa strategi komunikasi yang berfokus pada pengaruh sosial dan promosi digital lebih efektif dibanding WOM dalam konteks destinasi edukatif seperti GPI. Oleh karena itu, pengelola GPI perlu mengoptimalkan pendekatan media sosial dan keterlibatan sosial yang lebih strategis guna meningkatkan daya tarik galeri di mata generasi muda. ***** Gen-Z, born between 1997 and 2012, was a generation that was very familiar with social media and tended to rely on recommendations and social influence when making decisions, including in the context of educational tourism visits. This study aimed to analyze the influence of Word of Mouth (WOM), Social Influence, and Social Media Marketing Activities on the Willingness to Visit of Generation Z (Gen-Z) to the Indonesian Development Gallery (GPI). The study used a quantitative approach with a survey method involving 196 Gen-Z respondents who were potential visitors to GPI. Data were analyzed using multiple linear regression. The partial test results showed that Social Influence and Social Media Marketing Activities had a positive and significant influence on Gen-Z’s Willingness to Visit, while WOM did not show a significant effect. The simultaneous test results indicated that the three variables collectively had a significant effect, although they only explained 21% of the variation in visit intention. These findings suggested that communication strategies focusing on social influence and digital promotion were more effective than WOM in the context of educational destinations like GPI. Therefore, GPI managers needed to optimize a more strategic approach to social media and social engagement to enhance the gallery’s appeal among the younger generation.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si ; 2). Dr. Setyo Ferry Wibowo, SE., M.Si
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Kirana Kusuma Wardhani .
Date Deposited:	11 Aug 2025 01:13
Last Modified:	11 Aug 2025 01:13
URI:	http://repository.unj.ac.id/id/eprint/59037

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