Peran Citra Merek Bersukaria Tour sebagai Mediasi: Kualitas dan Daya Tarik Konten Dampaknya terhadap Niat Mengikuti Tour
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Kata Kunci: Kualitas Konten, Daya Tarik Konten, Citra Merek, Niat Mengikuti Tour.
Abstract
This study was conducted to determine the impact of content quality and appeal on the intention to join a tour with Bersukaria Tour Surabaya, with brand image serving as a mediating variable. A quantitative approach was used by distributing a questionnaire to 140 respondents who actively use Instagram, have viewed Bersukaria Tour Surabaya’s content, have an interest in travel, and reside in East Java. Sampling was conducted using purposive sampling, and the data were analyzed using SEM-PLS with the assistance of SmartPLS 4 software. The findings revealed that content quality and content appeal have a positive and significant effect on brand image, while brand image has a positive and significant effect on the intention to join a tour. Content quality does not have a significant direct impact on the intention to join the tour, but it does have a significant impact through brand image. Meanwhile, content appeal has a positive and significant effect on the intention to join the tour, both directly and through brand image. These findings demonstrate that building a strong brand image can be achieved by presenting high-quality and attractive content, thereby increasing prospective tourists’ intention to join the tour promoted via Instagram.
Keywords: Content Quality, Content Appeal, Brand Image, Intention to Join the Tour.
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DOI: https://doi.org/10.37531/mirai.v11i2.12632
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