Pemasaran Influencer dalam Promosi Destinasi Wisata

Imbal Hasil Investasi dan Efektivitas

Penulis

Abstrak

Penelitian ini menganalisis efektivitas pemasaran influencer dalam promosi destinasi pariwisata sekaligus mengeksplorasi kerangka komprehensif untuk mengukur imbal hasil investasi atau Return on Investment (ROI), dengan tujuan mengidentifikasi faktor-faktor penentu efektivitas pemasaran influencer dan mengembangkan pendekatan pengukuran bagi Organisasi Pemasaran Destinasi (DMO). Penelitian mengadopsi metodologi tinjauan pustaka komprehensif yang mengintegrasikan publikasi ilmiah dari jurnal terindeks Scopus Q1 dan Q2 periode 2021–2025, dilengkapi dengan data industri dari platform analitik terkemuka seperti Influencer Marketing Hub, Statista, dan HypeAuditor. Hasil analisis menunjukkan bahwa efektivitas pemasaran influencer berlandaskan pada Teori Kredibilitas Sumber—yang mencakup keahlian, keterpercayaan, dan daya tarik—serta mekanisme interaksi parasosial; industri pemasaran influencer global mencapai USD 32,55 miliar pada 2025, dengan nano-influencer menunjukkan tingkat keterlibatan tujuh kali lebih tinggi dibandingkan makro-influencer. Pengukuran ROI memerlukan kerangka holistik yang menggabungkan Earned Media Value (EMV), konversi tertelusur, dan analisis sentimen, dengan studi yang mengindikasikan potensi imbal hasil hingga 11 kali nilai investasi. Penelitian ini mengintegrasikan literatur akademik terkini (2021–2025) dengan data industri mutakhir, menawarkan kerangka komprehensif yang menjembatani fondasi teoretis dengan pendekatan pengukuran ROI praktis bagi pemasaran destinasi pariwisata.

Kata kunci: pemasaran influencer; destinasi pariwisata; pengukuran ROI; kredibilitas sumber; interaksi parasosial; pemasaran digital; pariwisata berkelanjutan

Referensi

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Cover Jurnal Destinasi

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Diterbitkan

30-03-2026

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Vol 1 No 01 (2026): DESTINASI: Jurnal Ilmiah Pariwisata & Hospitality

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Original Research Articles

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Hak Cipta (c) 2026 DESTINASI: Journal of Tourism & Hospitality Research

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Cara Mengutip

Pemasaran Influencer dalam Promosi Destinasi Wisata: Imbal Hasil Investasi dan Efektivitas. (2026). DESTINASI: Jurnal Ilmiah Pariwisata & Hospitality, 1(01), 10-21. https://jurnaldestinasi.id/index.php/destinasi/article/view/8

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