Zulfa, Irma Indana (2026) Pengaruh Travel Vlog TikTok terhadap Minat Berkunjung ke Kebun Raya Mangrove Surabaya dengan Brand Awareness sebagai Variabel Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The social media platform TikTok, which has emerged as a leading platform for the distribution of travel vlogs, has transformed the way visitors discover destination recommendations through engaging videos. This study on the Surabaya Mangrove Botanical Garden is based on its status as a conservation area and ecotourism destination that requires an appropriate digital promotion strategy to reach a wider audience. The objective of this study is to analyze the influence of TikTok travel vlogs on the interest in visiting the Surabaya Mangrove Botanical Garden, with brand awareness serving as the mediating variable. This study employs a quantitative method, with the primary data collection tool being a questionnaire. SmartPLS 4.0 software was used to analyze the collected data using the SEM (Structural Equation Modeling) method. The study indicates that TikTok travel vlogs have a positive and significant influence on interest in visitting, both directly and indirectly through brand awareness. Travel vlogs have a positive and significant effect on the interest in visiting with a path coefficient of 0.373, while brand awareness has a path coefficient of 0.488 regarding interest in visiting. This study recommends that the Surabaya Mangrove Botanical Garden optimize its TikTok account to attract more visitors.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Irma Indana Zulfa | ||||||||||||
| Date Deposited: | 03 Jun 2026 03:57 | ||||||||||||
| Last Modified: | 03 Jun 2026 03:57 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53452 |
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