MENINGKATKAN DAYA TARIK BUKIT KEBO DI BALIKPAPAN MELALUI STRATEGI PROMOSI TIKTOK DI ERA DIGITAL

Firda Rahmayanti; Farid Asfari Rahman; Syamsu Rijal

doi:10.47492/jrt.v6i1.4150

Firda Rahmayanti Politeknik Negeri Balikpapan
Farid Asfari Rahman Universitas Pembangunan Nasional Veteran Jawa Timur
Syamsu Rijal Politeknik Pariwisata Makassar

DOI: https://doi.org/10.47492/jrt.v6i1.4150

Keywords: Tourist attractions, Promotion Strategy, Social Media, TikTok, Kebo Hill, Balikpapan

Abstract

Kebo Hill is one of the natural tourist destinations that has great potential to be developed. However, until now his digital promotion is still limited to the use of Instagram and does not have an official TikTok account. In fact, TikTok as a short video-based social media platform has the ability to reach a wide audience and is effective in shaping public perception of tourist destinations. This study uses a quantitative approach with the PLS-SEM method which is processed using the SMART PLS 4.0.9.9 software. The research sample consisted of 100 respondents who had visited Bukit Kebo and viewed related promotional content on social media. The results showed that the promotion variable had a positive and significant influence on tourist attraction (p-value 0.000 < 0.05), while the TikTok application variable had no significant effect (p-value 0.5694 > 0.05). The R-Square value of 0.65 indicates that 65% of the variation in Bukit Kebo's attractiveness is explained by TikTok social media variables and promotion, while the remaining 35% is influenced by other factors such as facilities, accessibility, and service. These findings indicate that although the use of TikTok as a promotional medium is not optimal, this platform has great potential to improve the image and attractiveness of Bukit Kebo if managed creatively, consistently, and collaboratively through attractive video content and collaboration with tourism content creators.

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