THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

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THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

JABODETABEK AREA, INDONESIAN YOUTUBE AUDIENCES

By

Injani Nadiyah Ainaningtias 11303039

BACHELOR’S DEGREE in

BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT CONCENTRATION

FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 – Indonesia

August 2017

Revision after the Thesis Defense on July 20

^th

2017

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Injani Nadiyah Ainaningtias

STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Injani Nadiyah Ainaningtias

____________________________ _

Student Date

Approved by:

Munawaroh, SE., MM.

____________________________ _

Thesis Advisor Date

Dr. Nila K. Hidayat, SE., MM.

____________________________ _

Dean Date

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ABSTRACT

THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

JABODETABEK AREA, INDONESIAN YOUTUBE AUDIENCES By

Injani Nadiyah Ainaningtias Munawaroh, SE., MM., Advisor SWISS GERMAN UNIVERSITY

This research examines the impact of travel vlog as a credible and useful media, through perceived credibility and perceived usefulness towards intention to visit of Indonesian YouTube audiences upon video viewing, with destination image of cognitive and affective image mediating the effect. This research is quantitative research and explanatory study. The sample taken was Indonesian YouTube audiences at the age of 17 to 56 years old, domicile in Jabodetabek Area. Questionnaires were distributed to 275 respondents, through simple linear and multiple regression analysis, as well Chi-Square test per dimension the data was analyzed. The result show that travel vlog influence significantly towards destination image (0.441) and the direct effect (0.325) of travel vlog influence more significantly than the indirect effect (0.292). Also, travel vlog together with destination image influence significantly towards intention to visit (0.617). The result of Chi-square test per dimensions in influencing intention to visit for travel vlog is perceived credibility 33% and perceived usefulness 34%. While for destination image is cognitive image 35% and affective image 38%. Overall, the study generally support travel vlog as a cost-effective digital marketing tools through influencer marketing and AIDA model to motivate the behavioral intention to visit.

Keywords: Travel Vlog, Destination Image, Intention to Visit, Influencer Marketing

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© Copyright 2017 by Injani Nadiyah Ainaningtias

All rights reserved

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DEDICATION

I sincerely dedicate this thesis work to my late father, his passing continuously motivates me to finish this journey and to my beloved mother for the tremendous

support, encouragement and prayers.

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ACKNOWLEDGEMENTS

First and foremost, I thank Allah SWT for all the blessings throughout the journey of the completion of my thesis.

I would like to thank my beloved family for the endless support, guidance, and encouragement. Especially, my mother Mrs. Renita Septiaty, for your unconditional love and prayers.

To my Uncle, Mr. Rahadi Santoso, who always support financially for my education since the beginning. I am really grateful.

To my beloved advisor, Mrs. Munawaroh, who always be there to assist me upon the completion of my thesis. I really appreciate your time and patience throughout the whole semester. Mrs. Jane Sweed, for your time and assistance of my thesis.

To all my closest friends in HTM B, Natasha Adjani, Viena Santoso, Rena Andriyani, Calvin Harijadi, Dhanni Hariyona and Amir Hidayat, for these past 4 years, it has been a great journey with you all. Thank you for the teamwork and being a support system.

To Prilla Estherina, thank you for always be there since high school. Growing up would not be this fun without you. I really am thankful to have you.

To Adrian Mikha Hasudungan, I really am grateful for your guidance and motivation through my thesis progress, as well as your friendship through sadness and laughter since the beginning of college.

Last but not least, I would like to thank all of the respondents of this thesis work for the contribution.

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TABLE OF CONTENT

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENT ... 7

LIST OF FIGURES ... 10

LIST OF TABLES ... 11

CHAPTER 1 – INTRODUCTION ... 13

1.1 Background ... 13

1.2 Research Problem ... 17

1.3 Research Objectives ... 18

1.4 Significance of Study ... 18

1.5 Research Questions ... 19

1.6 Hypothesis ... 19

1.7 Writing Structure ... 19

CHAPTER 2 – LITERATURE REVIEW ... 21

2.1 Digital Marketing ... 21

2.2 Influencer Marketing ... 22

2.3. AIDA Model ... 23

2.4 Video Blog (Vlog) ... 25

2.4.1 Travel Vlog ... 27

2.4.2 YouTube and Travel Vlog ... 30

2.5 Audience Perception ... 34

2.5.1 Perceived Credibility of Travel Vlog ... 35

2.5.2 Perceived Usefulness of Travel Vlog ... 37

2.6 Destination Image ... 38

2.6.1 Destination Image and Travel Vlog ... 41

2.7 Intention to Visit ... 42

2.8 Previous Study ... 44

2.9 Study Difference ... 55

CHAPTER 3 – RESEARCH METHODS ... 58

3.1 Scope of Study ... 58

3.2 Time Frame ... 58

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3.3 Research Process ... 59

3.4 Research Framework ... 60

3.5 Population and Sampling Method ... 61

3.6 Data Sources and Collection ... 62

3.6.1 Primary Data ... 62

3.6.2 Secondary Data ... 63

3.6.3 Data Collection Method ... 63

3.7 Operational Variable ... 64

3.8 Research Model ... 68

3.9 Data Testing ... 68

3.9.1 Pre-Testing ... 68

3.10 Validity and Reliability ... 68

3.10.1 Validity ... 69

3.10.2 Reliability ... 69

3.11 Method of Analysis ... 70

3.11.1 Classical Assumption Test ... 70

3.11.2 Simple Linear Regression ... 71

3.11.3 Multiple Regression Model ... 72

3.11.4 Baron and Kenny’s (1986) Steps for Mediation ... 73

CHAPTER 4 – RESULTS AND DISCUSSION ... 74

4.1 Respondent Profile ... 74

4.2 Pre-Test Result ... 78

4.2.1 Validity Pre-Test Result ... 78

4.2.2 Reliability Pre-Test Result ... 81

4.3 Post-Test Result ... 83

4.3.1 Validity Post-Test Result of Travel Vlog ... 83

4.3.2 Validity Post-Test Result of Destination Image ... 85

4.3.3 Validity Post-Test Result of Intention to Visit ... 86

4.3.4 Reliability Post-Test Result of Travel Vlog ... 87

4.3.5 Reliability Post-Test Result of Destination Image ... 87

4.3.6 Reliability Post-Test Result of Intention to Visit ... 88

4.4 Classical Assumption Test ... 88

4.4.1 Normality Test ... 88

4.4.2 Heteroscedasticity Test ... 90

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4.4.3 Multicollinearity Test ... 90

4.5 Regression Model ... 91

4.5.1 Model Summary ... 92

4.5.2 ANOVA Test Result ... 94

4.5.3 Hypothesis Testing ... 96

4.6 Mediation Effect (Path Analysis) ... 99

4.7 Chi-Square Test Per Dimension ... 100

4.7.1 Travel Vlog – Perceived Credibility ... 100

4.7.2 Travel Vlog – Perceived Usefulness ... 101

4.7.3 Destination Image – Cognitive Image ... 102

4.7.4 Destination Image – Affective Image ... 103

4.8 Discussion ... 104

4.8.1 Hypothesis Testing 1 Discussion ... 104

4.8.4 Mediation Effect (Path Analysis) Discussion ... 107

CHAPTER 5 – CONCLUSION AND RECOMMENDATION ... 108

5.1 Conclusion ... 108

5.2 Recommendation ... 109

5.2.1 Travel Vlog as Influencer Marketing ... 109

5.2.2 Destination Marketing Organization ... 109

5.2.3 Future Studies ... 110

GLOSSARY ... 111

REFERENCES ... 113

APPENDICES ... 128

Appendix 1 – Questionnaire ... 128

Appendix 2 – Post Test Data ... 134

Appendix 3 – Pearson Correlation Table ... 157

Appendix 4 – F Table ... 158

Appendix 5 – Post Test Statistics ... 159

Appendix 6 – Regression Model ... 162

Appendix 7 – Frequency Tables ... 163

Appendix 8 – Chi Square Cross Tabulation Table ... 165

CURRICULUM VITAE ... 167

THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

JABODETABEK AREA, INDONESIAN YOUTUBE AUDIENCES

By

Injani Nadiyah Ainaningtias 11303039

BACHELOR’S DEGREE in

BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT CONCENTRATION

FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 – Indonesia

August 2017

Revision after the Thesis Defense on July 20

2017

STATEMENT BY THE AUTHOR

Injani Nadiyah Ainaningtias

__________________________________________ _______________

Student Date

Approved by:

Munawaroh, SE., MM.

__________________________________________ _______________

Thesis Advisor Date

Dr. Nila K. Hidayat, SE., MM.

__________________________________________ _______________

Dean Date

ABSTRACT

THE IMPACT OF TRAVEL VLOG TOWARDS INTENTION TO VISIT WITH DESTINATION IMAGE AS MEDIATING VARIABLE, CASE STUDY:

JABODETABEK AREA, INDONESIAN YOUTUBE AUDIENCES By

Injani Nadiyah Ainaningtias Munawaroh, SE., MM., Advisor SWISS GERMAN UNIVERSITY

Keywords: Travel Vlog, Destination Image, Intention to Visit, Influencer Marketing

© Copyright 2017 by Injani Nadiyah Ainaningtias

All rights reserved

DEDICATION

I sincerely dedicate this thesis work to my late father, his passing continuously motivates me to finish this journey and to my beloved mother for the tremendous

support, encouragement and prayers.

ACKNOWLEDGEMENTS

First and foremost, I thank Allah SWT for all the blessings throughout the journey of the completion of my thesis.

I would like to thank my beloved family for the endless support, guidance, and encouragement. Especially, my mother Mrs. Renita Septiaty, for your unconditional love and prayers.

To my Uncle, Mr. Rahadi Santoso, who always support financially for my education since the beginning. I am really grateful.

To my beloved advisor, Mrs. Munawaroh, who always be there to assist me upon the completion of my thesis. I really appreciate your time and patience throughout the whole semester. Mrs. Jane Sweed, for your time and assistance of my thesis.

To all my closest friends in HTM B, Natasha Adjani, Viena Santoso, Rena Andriyani, Calvin Harijadi, Dhanni Hariyona and Amir Hidayat, for these past 4 years, it has been a great journey with you all. Thank you for the teamwork and being a support system.

To Prilla Estherina, thank you for always be there since high school. Growing up would not be this fun without you. I really am thankful to have you.

To Adrian Mikha Hasudungan, I really am grateful for your guidance and motivation through my thesis progress, as well as your friendship through sadness and laughter since the beginning of college.

Last but not least, I would like to thank all of the respondents of this thesis work for the contribution.

TABLE OF CONTENT

Page

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