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UNDIPUNDIP

Journal Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Abstract

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer.

Conclusion

The research findings indicate that expertise and trustworthiness do not significantly influence Generation Zs perceptions of influencers, whether in the context of domestic or foreign tourists.Generation Z tends to assess an influencers credibility based on their attractiveness.This is consistent with the finding that attractiveness factors, such as popularity and brand image, affect the trust of Generation Z audiences towards influencers.Therefore, tourism business managers in Bali should consider influencer popularity and attractiveness when developing marketing strategies.

Future Research

Future research should explore the specific types of tourism information sought by Generation Z before traveling to Bali, such as preferences for natural, cultural, or artificial attractions. Furthermore, studies could investigate the role of perceived authenticity in influencer content, examining how Gen Z distinguishes between genuine recommendations and sponsored posts. Expanding on this, research could also focus on the impact of different social media platforms beyond Instagram on Gen Zs travel decision-making processes, considering platforms like TikTok and YouTube. Finally, a deeper understanding of the psychological factors driving Gen Zs reliance on influencer attractiveness, rather than expertise or trustworthiness, could provide valuable insights for more effective marketing campaigns. These investigations will contribute to a more nuanced understanding of how to effectively engage with this crucial demographic in the tourism sector, ensuring that marketing efforts resonate with their values and information-seeking behaviors, ultimately enhancing the appeal of Bali as a premier travel destination.

References

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