BAB 5 KESIMPULAN DAN SARAN
5.2 Saran
Penelitian ini harus diakui masih memiliki beberapa kekurangan dalam pelaksanaannya, oleh sebab itu penelitian lanjutan diperlukan untuk menyempurnakan hasil hasil dari penelitian ini. Saran yang dapat diberikan berdasarkan hasil penelitian yang dilakukan untuk penelitian selanjutnya antara lain:
1. Penelitian ini dilakukan dengan meneliti satu akun instagram saja, disarankan penelitian selanjutnya agar dapat meneliti menggunakan beberapa akun sehingga dapat meningkatkan generalisasi temuannya.
2. Penelitian ini tidak membedakan antara orang yang sudah pernah mengunjungi destinasi dengan orang yang belum pernah mengunjungi destinasi. Akan lebih menarik bila penelitian selanjutnya dapat mengambil sampel wisatawan yang belum pernah sama sekali mengunjungi destinasi tersebut.
3. Penelitian selanjutnya dapat pula meneliti mengenai Social Identity dengan Brand Love dikonteks industri yang berbeda.
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LAMPIRAN
Lampiran 1: Kuisioner Penelitian
Nama saya Vanessa Ghayatrie dari Indonesia Banking School jurusan manajemen. Kepada Bapak/Ibu/Saudara/i yang terhormat, silahkan mengisi kuisioner berikut yang bertujuan untuk mengetahui mengenai interaksi dan kecintaan seseorang terhadap suatu destinasi wisata. Sebelumnya, saya ucapkan terima kasih yang sebesar - besarnya atas perhatian dan waktu Bapak/Ibu/Saudara/i.
Lampiran 2 Path Coefficients
R Square
Average Variance Extracted (AVE)
Composite Reliability
Original Sample (O)
Sample Mean (M)
Standard Deviation (STDEV)
T Statistics
(|O/STDEV|) P Values
Destination Familiarity -> Brand Love 0.924 0.886 0.252 3.672 0.000
Social Identity -> Brand Love -0.635 -0.595 0.264 2.406 0.016
Social Interactive Engagement_ -> Brand Love 0.414 0.406 0.201 2.060 0.040
Social Interactive Engagement_ -> Destination Familiarity 0.849 0.851 0.034 25.045 0.000 Social Interactive Engagement_ -> Social Identity 0.908 0.908 0.024 37.950 0.000
Original Sample (O)
Sample Mean (M)
Standard Deviation (STDEV)
T Statistics
(|O/STDEV|) P Values
Brand Love 0.544 0.553 0.094 5.797 0.000
Destination Familiarity 0.721 0.725 0.057 12.603 0.000
Social Identity 0.824 0.826 0.043 19.160 0.000
Original Sample (O)
Sample Mean (M)
Standard Deviation (STDEV)
T Statistics
(|O/STDEV|) P Values
Brand Love 0.749 0.741 0.064 11.672 0.000
Destination Familiarity 0.777 0.778 0.036 21.815 0.000
Social Identity 0.864 0.864 0.025 34.851 0.000
Social Interactive Engagement_ 0.764 0.764 0.036 21.290 0.000
Original Sample (O)
Sample Mean (M)
Standard Deviation (STDEV)
T Statistics
(|O/STDEV|) P Values
Brand Love 0.960 0.957 0.015 64.905 0.000
Destination Familiarity 0.969 0.969 0.006 149.776 0.000
Social Identity 0.962 0.962 0.008 123.276 0.000
Social Interactive Engagement_ 0.963 0.962 0.007 130.979 0.000
Cronbach's Alpha
Original Sample (O)
Sample Mean (M)
Standard Deviation (STDEV)
T Statistics
(|O/STDEV|) P Values
Brand Love 0.952 0.948 0.019 49.855 0.000
Destination Familiarity 0.964 0.964 0.008 122.270 0.000
Social Identity 0.948 0.947 0.011 83.552 0.000
Social Interactive Engagement_ 0.955 0.955 0.009 102.486 0.000