Pengaruh Konten Visual Dan E-Wom Tiktok Terhadap Citra Destinasi Tebing Keraton
DOI:
https://doi.org/10.59193/jmr.v5i2.592Keywords:
Destination Image, Electronic Word of Mouth, TikTok, Tourism Destination, Visual ContentAbstract
This study examines the effects of visual content and electronic word of mouth (e-WOM) on TikTok on the destination image of Tebing Keraton, Bandung. A quantitative survey approach was employed to assess how audiovisual representations and user-generated information contribute to audience perceptions of the destination. The study involved 100 respondents who had viewed TikTok content related to Tebing Keraton. Respondents were selected using purposive sampling, while the questionnaire used a five-point Likert scale. The data were analysed using multiple linear regression with SPSS. The results indicate that visual content has a positive and significant effect on destination image (t = 7.708; p < 0.001). Electronic word of mouth also has a positive and significant effect (t = 5.591; p < 0.001). Simultaneously, both variables significantly explain destination image (F = 118.151; p < 0.001), with an R-squared value of 0.709. Thus, visual content and e-WOM account for 70.9% of the variation in destination image in the research model. The findings suggest that destination promotion on TikTok should combine attractive and informative visual storytelling with credible user interactions and experience-based reviews.
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