| Issue |
E3S Web Conf.
Volume 426, 2023
The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023)
|
|
|---|---|---|
| Article Number | 02027 | |
| Number of page(s) | 8 | |
| Section | Innovative Management and Sustainable Society | |
| DOI | https://doi.org/10.1051/e3sconf/202342602027 | |
| Published online | 15 September 2023 | |
Effect of Key Opinion Leaders and Instagram Posts on Wonderful Indonesia Brand Awareness
1 Tourism Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480
2 Jurusan Kepariwisataan, Politeknik Pariwisata NHI Bandung, Bandung 40141, Indonesia
3 Program Studi Pariwisata, Universitas Hasanuddin, Makassar 90245, Indonesia
4 PT Mera Wijaya Pangandaran, Jakarta 14350, Indonesia
* Corresponding author: tpatria@binus.edu
This study examines and analyzes the effects of Key Opinion Leaders (KOLs) and Instagram posts on domestic tourists’ awareness of Wonderful Indonesia, Indonesia’s national tourism brand. The Lemeshow approach was used to determine samples from research population with an undetermined size. The study collected reliable data from 114 respondents, all of whom were followers or were familiar with the Wonderful Indonesia Instagram account. Twenty-seven statements were generated on the questionnaires, which were distributed online via WhatsApp, depending on the indicators from the three variables. A Likert scale was used to rate the responses of the respondents. SPSS, specifically multiple regression, was used to analyze the data. The study’s findings reveal strong correlations between KOLs and Instagram postings on Wonderful Indonesia brand awareness among respondents. The findings contribute to our understanding of digital marketing, specifically the impact of key opinion leaders (KOLs) and Instagram posts on national tourism branding. In reality, the findings assist policymakers in strengthening Wonderful Indonesia’s Instagram marketing for domestic tourists.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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