Eksplorasi Fear of Missing Out (FOMO) Sebagai Moderasi Dalam Menakar Minat Berkunjung Melalui Experiential Marketing dan Instagrammability pada Desa Kitsune

Ni Komang Tri Anggita Gincani, Anak Agung Istri Agung Maheswari

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Penelitian ini bertujuan untuk menganalisis pengaruh Experiential Marketing dan Instagramability terhadap minat berkunjung pada Desa Kitsune Bali serta menguji peran Fear of Missing Out (FOMO) sebagai variabel moderasi. Penelitian ini dilatarbelakangi oleh meningkatnya persaingan destinasi wisata yang menuntut pengelola untuk menciptakan pengalaman wisata yang berkesan dan daya tarik visual yang mampu meningkatkan minat berkunjung wisatawan. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 200 responden yang mengetahui atau memiliki ketertarikan terhadap Desa Kitsune Bali. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Experiential Marketing berpengaruh positif dan signifikan terhadap minat berkunjung, demikian pula Instagramability yang terbukti berpengaruh positif dan signifikan terhadap minat berkunjung. Namun, Fear of Missing Out (FOMO) tidak mampu memoderasi pengaruh Experiential Marketing maupun Instagramability terhadap minat berkunjung. Nilai R-Square sebesar 0,437 menunjukkan bahwa model penelitian mampu menjelaskan 43,7% variasi minat berkunjung, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v11i2.12514

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