DAMPAK VIDEO PROMOSI WONDERFUL INDONESIA A VISUAL JOURNEY THROUGH BANYUWANGI TERHADAP PERUBAHAN PERSEPSI CITRA DESTINASI BANYUWANGI

Abstract

This study aims to explain and understand the change of respondent's perception of the image of a destination area after and before being given experimental treatment or action, in this study the independent variable is the respondent asked to fill out the questionnaire after and before watching the promotional video entitled Wonderful Indonesia A Visual Journey Through Banyuwangi and the dependent variable in this study is the image of Banyuwangi destination. The research was conducted on the YouTube Indonesia Travel Channel in one of his videos called Wonderful Indonesia A Visual Journey Through Banyuwangi. The sampling technique used purposive sampling, the determination of question indicator determined by Forum Group Discussion which was formed involving 12 people. The sample used in this study amounted to 100 respondents. Based on the result showed that the promotion video of Wonderful Indonesia A Visual Journey Through Banyuwangi has a significant influence on the image of Banyuwangi's destination. Each dimension of the statement in the content of the respondents that include Nature tourism, Leisure and Hospitality, Culture and Perceived Value promotional video proved to have a significant influence on the image of the destination of an area.

Keywords: Promotional Video, Destination Image

ÐBSTRÐK

Penelitian ini bertujuan untuk menjelaskan dan mengetahui perubahan persepsi responden terhadap citra destinasi sebuah daerah sesudah dan sebelum diberikan perlakuan atau tindakan eksperimental, dalam penelitian ini variabel bebasnya adalah responden diminta untuk mengisi kuesioner sesudah dan sebelum menonton video promosi yang berjudul Wonderful Indonesia A Visual Journey Through Banyuwangi dan variabel terikat dalam penelitian ini adalah citra destinasi Banyuwangi. Penelitian ini dilaksanakan di Kanal YouTube Indonesia Travel di salah satu videonya bernama Wonderful Indonesia A Visual Journey Through Banyuwangi. Teknik pengambilan sampel menggunakan purposive sampling, penentuan indikator pertanyaan di tentukan oleh Forum Group Discussion yang dibentuk melibatkan 12 orang. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden Berdasarkan hasil menunjukkan bahwa tayangan video promosi Wonderful Indonesia A Visual Journey Through Banyuwangi memiliki pengaruh yang signifikan terhadap citra destinasi Banyuwangi.  Setiap dimensi pernyataan yang di isi oleh responden yakni meliputi Wisata alam, Kenyamanan dan Hospitality, Kebudayaan dan Perceived Value video promosi terbukti memiliki pengaruh yang signifikan terhadap citra destinasi terhadap sebuah daerah.

Kata Kunci: Video Promosi, Citra Destinasi