THE EFFECTIVENESS OF TRAVEL VLOG SOURCE CREDIBILITY TOWARDS THE VISIT INTENTION OF PEOPLE IN CIKARANG

Abstract

Purpose – The purpose of this study is to find out whether travel vlog can be used as a travel advertisement and aslo to figure out the influence of travel vlog’s expertise, trustworthiness, attractiveness and quantity review towards the visit intention of people in Cikarang, Indonesia. Design / Methodology / Approach – In this study, 236 respondents respond to the questionnaire that has been spreaded. The study uses a quantitative and multiple regression analysis research and using the seven point Likert-Scale on the online questionnaire. Findings – As the study has been concluded, from the Five hypothesis available in the study, one hypothesis is rejected in this study. The accepted hypothesis are, Trustworthiness towards Visit Intention, Attractiveness towards Visit Intention, Quantity of Review towards Visit Intention and Source Credibility (Expertise, Trustworthiness, Attractiveness, and Quantity of Review) towards Visit Intention. For the rejected hypothesis is the Expertise towards Visit Intention. Originality / Value – The author believes that this research is the first research to find that travel vlog source credibility would affect the visit intention of consumers in Cikarang, Indonesia. And whether travel vlog can be used as a travel advertisement.