PENGARUH PROMOSI MEDIA ONLINE (TIKTOK) TERHADAP KUNJUNGAN WISATAWAN DI PANTAI KELAN KABUPATEN BADUNG, BALI

Munawaroh, Cici Putri (2025) PENGARUH PROMOSI MEDIA ONLINE (TIKTOK) TERHADAP KUNJUNGAN WISATAWAN DI PANTAI KELAN KABUPATEN BADUNG, BALI. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to analyze the impact of online promotional media, particularly through the TikTok platform, on increasing tourist visits to Kelan Beach, Badung Regency, Bali. With the rapid advancement of digital technology, social media has become an effective tool in the tourism industry for promoting destinations. TikTok, as a short-video based platform, can reach a wide audience quickly and interactively, thus having great potential to introduce new tourist destinations to the public. The research employs a quantitative approach using a survey method by distributing questionnaires to 100 tourist respondents visiting Kelan Beach. The collected data were analyzed using simple linear regression to determine the relationship between the intensity of TikTok promotion and the number of tourist visits. The results indicate that promotion via TikTok has a positive and significant effect on increasing tourist visits to Kelan Beach. Many tourists reported being attracted to visit after seeing engaging and informative promotional content on TikTok, such as videos showcasing natural beauty, facilities, and user-shared travel experiences. These findings confirm that TikTok can be utilized as an effective digital marketing strategy by tourism managers to enhance the appeal and visitor numbers of tourist destinations. It is recommended that the management of Kelan Beach and other tourist sites actively leverage social media, especially TikTok, for creative and innovative promotional efforts.

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