Mengapa Orang Bersedia Berbagi Pengalaman Perjalanan Secara Faktual di Instagram?
DOI:
https://doi.org/10.35870/jemsi.v11i6.5067Keywords:
Social Influence, Perceived Enjoyment, Actual Travel Experience Sharing, Social Media, PLS-SEMAbstract
This study aims to analyze the influence of social factors on actual travel experience sharing behavior on Instagram, with perceived enjoyment as a mediating variable. A quantitative approach and primary data were employed in this research. The sampling technique used was non-probability sampling with a purposive sampling method. The sample size was determined based on Hair's approach, involving 160 active Instagram users who have previously shared travel content. Data analysis was conducted using SmartPLS with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and the Embedded Two-Stage approach. The results show that social influence positively affects actual travel experience sharing behavior. Social influence also has a positive effect on perceived enjoyment. Perceived enjoyment positively influences actual travel experience sharing behavior. Furthermore, perceived enjoyment partially mediates the relationship between social influence and actual travel experience sharing behavior. These findings provide theoretical contributions to understanding visual-based social media user behavior and suggest practical implications for destination managers and tourism industry players to create a digital environment that supports the enjoyment of sharing content.
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