The Impact of Social Media Exposure and Peer Group Towards Gen Z Decision To Visit Pasar Kangen Yogyakarta

Muhammad Thoyib Amali; Sheila Lestari Giza Pudrianisa

doi:10.33508/jk.v13i2.5634

The Impact of Social Media Exposure and Peer Group Towards Gen Z Decision To Visit Pasar Kangen Yogyakarta

Muhammad Thoyib Amali, Sheila Lestari Giza Pudrianisa

Abstract

The Special Region of Yogyakarta has taken proactive steps to boost the number of tourists post-COVID-19 by holding various cultural events again, including Pasar Kangen. As a prominent annual event, Pasar Kangen can attract a large number of visitors. Seeing the long journey of Pasar Kangen, which has been held since 2007, this agenda has become a destination for various groups of tourists, including Gen Z. This study aims to analyze the influence of social media and peer group exposure on Gen Z’s decision to visit Pasar Kangen Yogyakarta through the perspective of the Elaboration Likelihood Model (ELM) theory. This study uses a quantitative explanative approach with a survey of 100 Gen Z tourists who visited Pasar Kangen Yogyakarta in 2023. The data analysis technique used to test the hypotheses in this study is multiple regression using the SmartPLS program. The study results show that social media and peer group exposure positively and significantly influenced Gen Z’s decision to visit Pasar Kangen Yogyakarta. Furthermore, as a managerial implication, referring to the principle of liking in the ELM theory, the organizers of the Pasar Kangen event can expand the reach of social media exposure through collaboration with digital key opinion leaders, especially those who are widely followed by Gen Z on social media, considering that the influence of social media exposure is lower than that of peer group..

ABSTRAK

Daerah Istimewa Yogyakarta mengambil langkah proaktif untuk mendongkrak jumlah wisatawan pasca COVID-19 dengan kembali menggelar berbagai acara kebudayaan, termasuk Pasar Kangen. Sebagai acara tahunan yang terkemuka, Pasar Kangen mampu menarik minat pengunjung dalam jumlah besar. Melihat perjalanan panjang Pasar Kangen yang telah diselenggarakan sejak tahun 2007, agenda ini telah menjadi tujuan berbagai kalangan wisatawan, termasuk Gen Z. Penelitian ini bertujuan untuk menganalisis pengaruh terpaan media sosial dan peer group terhadap keputusan Gen Z mengunjungi Pasar Kangen Yogyakarta melalui perspektif teori Elaboration Likelihood Model (ELM). Penelitian ini menggunakan pendekatan kuantitatif eksplanatif dengan survei terhadap 100 wisatawan Gen Z yang berkunjung ke Pasar Kangen Yogyakarta pada tahun 2023. Teknik analisis data yang digunakan untuk menguji hipotesis yang ada dalam penelitian ini adalah regresi berganda menggunakan program SmartPLS. Hasil penelitian menunjukkan bahwa terpaan media sosial dan peer group mempunyai pengaruh yang positif dan signifikan terhadap keputusan Gen Z dalam mengunjungi Pasar Kangen Yogyakarta. Lebih lanjut, sebagai implikasi manajerial, merujuk pada prinsip liking dalam teori ELM, penyelenggara acara Pasar Kangen dapat memperluas jangkauan terpaan media sosial melalui kolaborasi dengan digital key opinion leader, khususnya yang banyak diikuti oleh Gen Z di media sosial, mengingat dalam kasus ini pengaruh terpaan media sosial lebih rendah dari pada peer group.

Keywords

Gen Z; Pasar Kangen Yogyakarta; Peer group; Social Media Exposure

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DOI: https://doi.org/10.33508/jk.v13i2.5634