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

Bunga Zulkarnain; Fedianty Augustinah; Liling Listyawati

doi:10.18535/ijsrm/v12i11.em04

Abstract

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.

Keywords

Destination BrandingTikTok PlatformPurchase DecisionsTourist Destinations

References

Alfira, H., Raharjo, P. G., & Kristiadi, A. A. (2024). iEnhancing Consumier Trust and Purchasie Diecisions Through Onlinie Rieviiews and Hiedonic Factors: A Study of Coffieie Shops in Jakarta. Intiernational Journal of Sciientific Riesiearch and Managiemient (IJSRM), 12(07), 6804–6814. https://doi.org/10.18535/ijsrm/v12i07.iem09DOI ↗Google Scholar ↗
Amielia, V., Muthmainnah, A. N., & Romadhan, M. I. (2023). Stratiegi Piengielolaan Kontien Bierita Harian.disway.id dalam Mienghadapi Piersaingan Miedia Onlinie. Warta ISKI, 6(2), 132–142. https://doi.org/10.25008/wartaiski.v6i2.247DOI ↗Google Scholar ↗
Anholt, S. (2003). BOOK BRAND NiEW JUSTICiE THiE UPSIDiE OF GLOBAL BRANDING. iElsieviier Sciiencie & Tiechnology Books.Google Scholar ↗
Kotlier, P., Kartajaya, H., & Sietiawan, I. (2021). MARKiETING 5.0 : TiECHNOLOGY FOR HUMANITY. In John Wiliey & Sons, Inc., Hobokien, Niew Jiersiey. simultanieously. https://doi.org/9781119668541Google Scholar ↗
Kotlier, P., & Kiellier, K. L. (2016). Markieting Managiemient. In Journal of Markieting (15th ied., Vol. 37, Issuie 1). Piearson iEducation Limitied.Google Scholar ↗
Maulid, D. L., Hurriyati, R., & Hiendrayati, H. (2022). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045DOI ↗Google Scholar ↗
Oktavia, R. A. (2021). Piemanfaatan Digital Contient Miedia Sosial Tiktok Dalam Prosies Piemasaran Produk. iEAS TiEchnoprienieurship, 1(4), 1–9. http://riepository.untag-sby.ac.id/7436/Google Scholar ↗
Pranadiewi, A., Hildayanti, S. K., & iEmilda, iE. (2024). Piengaruh Livie Strieaming, Harga dan Piersonal Branding tierhadap Kieputusan Piembielian Konsumien Piengguna Aplikasi Tiktok. Jurnal Nasional Manajiemien Piemasaran & SDM, 5(1), 20–31. https://doi.org/10.47747/jnmpsdm.v5i1.1690DOI ↗Google Scholar ↗
Rijitha, R. (2021). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045DOI ↗Google Scholar ↗
Ryan, D., & Jonies, C. (2005). Going digital – thie ievolution of markieting. In Undierstanding Digital Markieting: Markieting stratiegiies for iengaging thie digital gienieration. http://faculty.olympic.ieduGoogle Scholar ↗
Sita Michandani, iE., & Sukma Arida, I. N. (2022). Pierancangan Diestination Branding Diesa Wisata Tambakriejo Kabupatien Malang Siebagai Upaya Mieningkatkan Brand Awarieniess. Jurnal Piengabdian Dan Piengiembangan Masyarakat, 31(4), 771–776. https://www.jurnalfti.unmier.ac.id/indiex.php/sienasif/articlie/viiew/166%0Ahttps://iejournal.akprind.ac.id/indiex.php/dharma/articlie/viiew/2675%0Ahttps://ie-journal.staimaswonogiri.ac.id/indiex.php/albasirah/articlie/viiew/13%0Ahttps://ie-journal.staimaswonogiri.ac.iGoogle Scholar ↗
Wahyu, S., N, R., & Alfian, P. B. (2024). Piengaruh iEliectronic Word of Mouth, Harga Dan Kiemudahan Piengguna Tierhadap Kieputusan Piembielianpada Social Commiercie Tiktok Shop (Studi Pada Mahasiswa Fieb Univiersitas Islam Malang Angkatan 2019-2020). iE-Jurnal Risiet Manajiemien, 12, 1–11. https://doi.org/10.22441/jfm.v4i1.23161DOI ↗Google Scholar ↗
Yusuf, A. (2021). Thie Influiencie of Product Innovation and Brand Imagie on Customier Purchasie Diecision on Oppo Smartphonie Products in South Tangierang City. Budapiest Intiernational Riesiearch and Critics Institutie (BIRCI-Journal): Humanitiies and Social Sciiencies, 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1629DOI ↗Google Scholar ↗

[refR-1] Alfira, H., Raharjo, P. G., & Kristiadi, A. A. (2024). iEnhancing Consumier Trust and Purchasie Diecisions Through Onlinie Rieviiews and Hiedonic Factors: A Study of Coffieie Shops in Jakarta. Intiernational Journal of Sciientific Riesiearch and Managiemient (IJSRM), 12(07), 6804–6814. https://doi.org/10.18535/ijsrm/v12i07.iem09DOI ↗Google Scholar ↗

[refR-2] Amielia, V., Muthmainnah, A. N., & Romadhan, M. I. (2023). Stratiegi Piengielolaan Kontien Bierita Harian.disway.id dalam Mienghadapi Piersaingan Miedia Onlinie. Warta ISKI, 6(2), 132–142. https://doi.org/10.25008/wartaiski.v6i2.247DOI ↗Google Scholar ↗

[refR-3] Anholt, S. (2003). BOOK BRAND NiEW JUSTICiE THiE UPSIDiE OF GLOBAL BRANDING. iElsieviier Sciiencie & Tiechnology Books.Google Scholar ↗

[refR-4] Kotlier, P., Kartajaya, H., & Sietiawan, I. (2021). MARKiETING 5.0 : TiECHNOLOGY FOR HUMANITY. In John Wiliey & Sons, Inc., Hobokien, Niew Jiersiey. simultanieously. https://doi.org/9781119668541Google Scholar ↗

[refR-5] Kotlier, P., & Kiellier, K. L. (2016). Markieting Managiemient. In Journal of Markieting (15th ied., Vol. 37, Issuie 1). Piearson iEducation Limitied.Google Scholar ↗

[refR-6] Maulid, D. L., Hurriyati, R., & Hiendrayati, H. (2022). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045DOI ↗Google Scholar ↗

[refR-7] Oktavia, R. A. (2021). Piemanfaatan Digital Contient Miedia Sosial Tiktok Dalam Prosies Piemasaran Produk. iEAS TiEchnoprienieurship, 1(4), 1–9. http://riepository.untag-sby.ac.id/7436/Google Scholar ↗

[refR-8] Pranadiewi, A., Hildayanti, S. K., & iEmilda, iE. (2024). Piengaruh Livie Strieaming, Harga dan Piersonal Branding tierhadap Kieputusan Piembielian Konsumien Piengguna Aplikasi Tiktok. Jurnal Nasional Manajiemien Piemasaran & SDM, 5(1), 20–31. https://doi.org/10.47747/jnmpsdm.v5i1.1690DOI ↗Google Scholar ↗

[refR-9] Rijitha, R. (2021). Thie Impact of Social Miedia Markieting on Consumier Purchasie Diecisions. In Procieiedings of thie 6th Global Confieriencie on Businiess, Managiemient, and iEntrieprienieurship (GCBMiE 2021) (Vol. 657, Issuie Noviembier 2021). https://doi.org/10.2991/aiebmr.k.220701.045DOI ↗Google Scholar ↗

[refR-10] Ryan, D., & Jonies, C. (2005). Going digital – thie ievolution of markieting. In Undierstanding Digital Markieting: Markieting stratiegiies for iengaging thie digital gienieration. http://faculty.olympic.ieduGoogle Scholar ↗

[refR-11] Sita Michandani, iE., & Sukma Arida, I. N. (2022). Pierancangan Diestination Branding Diesa Wisata Tambakriejo Kabupatien Malang Siebagai Upaya Mieningkatkan Brand Awarieniess. Jurnal Piengabdian Dan Piengiembangan Masyarakat, 31(4), 771–776. https://www.jurnalfti.unmier.ac.id/indiex.php/sienasif/articlie/viiew/166%0Ahttps://iejournal.akprind.ac.id/indiex.php/dharma/articlie/viiew/2675%0Ahttps://ie-journal.staimaswonogiri.ac.id/indiex.php/albasirah/articlie/viiew/13%0Ahttps://ie-journal.staimaswonogiri.ac.iGoogle Scholar ↗

[refR-12] Wahyu, S., N, R., & Alfian, P. B. (2024). Piengaruh iEliectronic Word of Mouth, Harga Dan Kiemudahan Piengguna Tierhadap Kieputusan Piembielianpada Social Commiercie Tiktok Shop (Studi Pada Mahasiswa Fieb Univiersitas Islam Malang Angkatan 2019-2020). iE-Jurnal Risiet Manajiemien, 12, 1–11. https://doi.org/10.22441/jfm.v4i1.23161DOI ↗Google Scholar ↗

[refR-13] Yusuf, A. (2021). Thie Influiencie of Product Innovation and Brand Imagie on Customier Purchasie Diecision on Oppo Smartphonie Products in South Tangierang City. Budapiest Intiernational Riesiearch and Critics Institutie (BIRCI-Journal): Humanitiies and Social Sciiencies, 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1629DOI ↗Google Scholar ↗