TOURISM VISITING DECISION AND INTENTION TO BANDUNG BASED ON EFFECTIVENESS OF TIKET.COM ADVERTISING

Abstract

Indonesia's tourism sector is the largest industry that contributes the fastest. The government always focused on improving Indonesia's infrastructure and increasing online promotion campaigns to attract tourists. This study aims to determine the effectiveness of Tiket.com ads through several stages, namely identification of empathy, persuasion, impact, and communication dimensions. Furthermore, it is examined how the effectiveness of Tiket.com ads can affect the interest of tourists visiting and its impact on the decision of tourists visiting Bandung. The research method used is quantitative structural analysis model analysis techniques using SmartPLS 2.0 software. The study results showed that contribution of Advertising Effectiveness (X) totally influenced which directly affected on Visiting Interests (Y) was 81,74%. The remaining 18,26% was influenced by other factors that cannot be explained in this study. Meanwhile, the contribution of Advertising Effectiveness (X) and Visiting Interests (Y) simultenously influenced on that directly affected Visiting Decisions (Z) was 86,48%. The remaining 13,52% was influenced by other factors that cannot be explained in this study.