Peran Citra Merek Bersukaria Tour sebagai Mediasi: Kualitas dan Daya Tarik Konten Dampaknya terhadap Niat Mengikuti Tour

Sovi Istiqomatur Rizkiyah, Muhammad Fachmi

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Penelitian ini dilakukan guna mengetahui dampak kualitas serta daya tarik konten terhadap niat mengikuti tour di Bersukaria Tour Surabaya, dimana citra merek berperan sebagai variabel yang memediasi. Menggunakan pendekatan kuantitatif dengan menyebarluaskan kuesioner kepada 140 orang responden yang secara aktif menggunakan Instagram, pernah melihat dengan konten Bersukaria Tour Surabaya, memiliki minat wisata, dan berdomisili di Jawa Timur. Pengambilan sampel menggunakan teknik purposive sampling, serta data dianalisis menggunakan SEM-PLS dengan bantuan softwere SmartPLS 4. Hasil Temuan membuktikan jika kualitas konten, daya tarik konten dan citra merek berdampak positif dan signifikan terhadap citra merek. Akan tetapi, kualitas konten tidak berdampak signifikan terhadap mengikuti tour secara langsung, namun akan berdampak melalui citra merek sebagai variabel mediasi. Daya tarik konten berpengaruh positif dan signifikan terhadap niat mengikuti tour secara langsung, dan akan berdampak lebih kuat apabila citra merek sebagai variabel yang memediasi. Temuan ini membuktikan bahwa membangun citra merek yang baik dapat dilakukan dengan menampilkan konten yang berkualitas dan atraktif sehingga meningkatkan niat calon wisatawan untuk mengikuti tour yang dipromosikan melalui Instagram.

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DOI: https://doi.org/10.37531/mirai.v11i2.12632

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