PENGARUH PLATFORM MEDIA SOSIAL TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH DESTINASI KULINER DI KOTA BALI

Yesarela Pandu Mau; I Wayan Arta Artana

doi:10.47492/jrt.v6i1.4156

Yesarela Pandu Mau Politeknik Omna Trisakti Chandra
I Wayan Arta Artana Politeknik Omna Trisakti Chandra

DOI: https://doi.org/10.47492/jrt.v6i1.4156

Keywords: Social Media, Consumer Decisions, Culinary Tourism, Bali, Digital Marketing

Abstract

The rapid development of social media platforms has significantly influenced consumer behavior, particularly in the tourism and culinary sectors. In Bali, culinary tourism has become one of the main attractions for both domestic and international tourists. Social media platforms such as Instagram, TikTok, YouTube, and Facebook are increasingly utilized as sources of information and references in determining culinary destinations. This study aims to analyze the influence of social media platforms on consumer decisions in choosing culinary destinations in Bali. The research employs a quantitative approach using questionnaire data collected from 120 respondents who actively use social media and have visited culinary destinations in Bali. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS software. The results indicate that social media platforms have a positive and significant effect on consumer decisions. Information quality, electronic word of mouth (e-WOM), visual content attractiveness, and influencer credibility also significantly influence consumer interest in culinary destinations. The findings demonstrate that social media plays a strategic role in shaping consumer perceptions and purchasing decisions in culinary tourism. Therefore, tourism business actors are encouraged to optimize digital marketing strategies through social media to enhance destination competitiveness.

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