The Influence of Destination Branding and the TikTok Platform on Purchase Decisions at DEWI Pandawa, Ponokawan Village, Krian, Sidoarjo

Destination Branding, TikTok Platform, Purchase Decisions, Tourist Destinations

Authors

  • Bunga Zulkarnain Business Administration Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya,, Indonesia
  • Fedianty Augustinah Faculty of Administrative Science, Dr. Soetomo University, Surabaya,, Indonesia
  • Liling Listyawati Faculty of Administrative Science, Dr. Soetomo University, Surabaya,, Indonesia
Vol. 12 No. 11 (2024)
Economics and Management
November 5, 2024

Downloads

This research analyzes the impact of destination branding and the use of TikTok on tourists' purchasing decisions at the tourist destination (Dewi Pandawa) Ponokawan, Krian, Sidoarjo. With a quantitative approach, data was collected from 100 respondents aged 15-40 who are active on TikTok. The results show that effective branding strengthens the emotional connection and purchasing decisions of tourists. TikTok plays a role in attracting a wider audience with engaging content, increasing awareness and interest in destinations. Analysis with SPSS ensures there is no multicollinearity and heteroscedasticity, confirming the validity of the regression model. Branding and TikTok have proven to be important factors in influencing consumer behavior in the tourism sector, providing insights to enhance marketing through quality content and consistent branding. This research also identifies the need for quality content and the risk of dependency on a single social media platform.