THE STUDY OF CUSTOMER INTEREST, ENGAGEMENT, AND VISIT INTENTION TOWARDS OFFICIAL BALI’S LUXURY HOTEL PROMOTIONAL VIDEO ON YOUTUBE

• Main Author: Nadya Subandi, Valentina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64579
• Institution: Institut Teknologi Bandung

Bali is one of the well-known tourist destination islands in Indonesia and luxury hotel business has been rapidly growing in Bali from 2017 to 2018 which is likely to keep rising as hotel developers are keen to develop more hotels in Bali in accordance with the visitor’s growth. In this luxury hotel industry, digital advertising is currently become the latest trend of its communication tools and the most frequently used digital ads is video advertising on YouTube. Many Bali luxury hotel made their official promotional video and published it on their YouTube channel. The effectiveness of this advertising has not been proven yet and there is still lack of research about this topic. To assess the effectiveness of this new approach of advertising, many researches stated to assess viewers emotion towards the ads as the impactful factor. There are two important components in viewer’s emotion while watching the video advertising, viewer’s interest and engagement, that can lead further into viewers visit intention. This research intends to know how is viewer’s interest, engagement, and visit intention towards the object after watching the video advertising. More than that, this paper will give recommendations to Bali’s luxury hotels to make a more effective video advertising on YouTube. The study was conducted using quantitative research where the data was collected through surveys and analyzed using SEM PLS. The results show there is a positive significant relationship between viewers interest and engagement, and furthermore the engagement have significant relationship towards viewers visit intention to Bali’s Luxury Hotel. This research also finds a new finding where there is a positive significant relationship between interest and visit intention. Based on the results, we can see that Bali’s luxury hotel official ads video on YouTube can effectively generate viewers intention that will leads to viewers engagement and visit intention. In order to get the viewer’s interest in Bali’s luxury hotel official ads on YouTube, there are many factors that need to be considered such as music, angle, color, text, and others to develop its video content. Furthermore, to make the advertising more effective, marketers need to understand their target market to implement the most suitable marketing concept in creating the video advertising in YouTube. By implementing the most effective video advertising, hotels will be able to gain visitors and get more profit. The result of this research hopefully can be used for marketers to develop a more effective video advertising in YouTube.