Pengaruh Endorsement Influencer dan Strategi Harga Terhadap Keputusan Konsumen dalam Menggunakan Layanan Jeep Tour Kintamani

Abstract

The development of experience-based tourism requires industry players to implement adaptive marketing strategies to address changes in consumer behavior through the use of digital media and competitive pricing. This study aims to analyze the influence of influencer endorsements and pricing strategies on consumer decisions in using the Kintamani Geopark Jeep Tour service. The study used a quantitative approach with a survey method, where primary data were obtained by distributing questionnaires to tourists who had used the Kintamani Jeep Tour service and were exposed to social media influencer promotions. The sampling technique was purposive sampling. Data analysis used multiple linear regression based on the Theory of Planned Behavior (TPB) to explain the influence of emotional and rational factors in the consumer decision-making process. The results showed that influencer endorsements and pricing strategies had a positive and significant effect on consumer decisions, both partially and simultaneously. These findings emphasize the importance of integrating trust in influencers and perceived price suitability in shaping consumer decisions in the adventure tourism sector, and provide practical implications for tourism destination managers in designing effective and competitive marketing strategies.