Effect of advertising content and key opinion leaders on consumer's visit intentions to Novotel Bogor Golf Resort

Sri Endah Yuwantiningrum; Djahra Dwi Basri; Bambang Hengky Rainanto; Abdul Talib bin Bon; Jonathan Van Melle; Victor Meledge-Ade; Bambang Rudyanto

doi:10.26905/jpp.v10i2.16041

Authors

Sri Endah Yuwantiningrum 1Department of Tourism, Faculty of Informatics and Tourism, Institut Bisnis dan Informatika Kesatuan
Djahra Dwi Basri 1Department of Tourism, Faculty of Informatics and Tourism, Institut Bisnis dan Informatika Kesatuan
Bambang Hengky Rainanto Institut Bisnis dan Informatika Kesatuan
Abdul Talib bin Bon 2Faculty of Technology Management & Business, Universiti Tun Hussein Onn Malaysia, Johor
Jonathan Van Melle Avans School of Business and Entrepreneurship, Avans University of Applied Sciences, Breda
Victor Meledge-Ade Faculty of Geography/GIS Metropolitan Community College Longview- Lee's Summit, Broadway Kansas City
Bambang Rudyanto Faculty of Economics and Business, Wako University, Tokyo

DOI:

https://doi.org/10.26905/jpp.v10i2.16041

Keywords:

advertising content, digital marketing strategy, key opinion leader, visit intention

Abstract

In the digital era, marketing strategies have evolved to include digital content and Key Opinion Leaders (KOLs) to enhance consumer engagement. Advertising content, which aims to inform and engage, helps shape perceptions of products or services, while KOLs—social media influencers—play a significant role in influencing public opinion and consumer decisions. Both elements are essential in competitive industries, such as hospitality. This study explores the impact of advertising content and KOLs on consumer interest in visiting Novotel Bogor Golf Resort & Convention Center. A quantitative approach was used, distributing questionnaires to 100 respondents, including potential customers and previous guests. Data analysis was conducted with SmartPLS, covering validity, reliability, and hypothesis testing. The results show that advertising content has a positive effect on visit interest, but it is statistically insignificant. In contrast, the influence of KOLs is both positive and statistically significant, indicating that KOLs are more effective in attracting consumer interest. Their closer interaction with audiences and ability to deliver authentic, visually engaging content, particularly in videos, significantly enhance consumer engagement.

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